Alix Earle Sued Gymshark For Dropping Her Over A Pro-Israel Post
Gymshark reportedly cut ties with social media influencer Alix Earle after she showed her support for Israel last year.
The reason, according to a $1 million lawsuit Earle filed last year, was her "perceived stance on the Israel-Palestine conflict."
In October 2023, Alix Earle shared an Instagram post that said, "Now and always, we stand with the people of Israel." According to court documents reviewed by The Telegraph, that post didn’t sit well with the British activewear company. After the backlash on her stance, Earle claimed that the brand pulled the plug on their partnership without paying her the agreed-upon amount.
Earle hit back by suing Gymshark for $1 million in damages. Gymshark denied they ever signed a contract with her, but the brand quietly settled the case in January. The exact payout is unknown.
When news of the lawsuit resurfaced this month, TikTok immediately picked sides. Some users praised Gymshark for their low-key support of Palestine. However, Alix Earle isn’t exactly lacking in supporters either. The hosts of The Toast podcast came to her defense, applauding her for having the guts to take legal action. Emily Austin, a TV host and NCBA Commissioner, gave a sweet shoutout to Earle on X. "So proud of the 👑 Alix Earle," she wrote. "After posting pro-Israel posts following 10/7, Gymshark cut ties with her. She’s suing them now. Boss move right there. Thank you for standing on the right side of history."
Whatever your stance may be on this issue, Earle has the right to post whatever she wants on her profile. It’s commendable that she won’t let a brand dictate her opinions.
Gymshark probably thought cutting ties with Earle would save them from backlash, and it may have saved them from the liberal mob, but it's likely that they lost a good chunk of money from settling the lawsuit in addition to now gaining attention from Israel supporters who intend to boycott the brand moving forward.
The activewear company hasn’t made any public statements about the lawsuit or its stance on the issue. Alix Earle, on the other hand, made it clear where she stands. She’s for free speech, and we love that for her.
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