Overview

• Alix Earle, a US influencer with 7 million TikTok followers, has filed a $1 million lawsuit against Gymshark in the UK High Court.
• Earle alleges Gymshark terminated their sponsorship agreement in late 2023 after she faced online backlash for her pro-Israel posts following Hamas's October 7 attacks.
• Earle claims the sponsorship deal included three TikTok posts, four Instagram posts, a photo shoot, and an event appearance.
• Gymshark denies signing a formal contract with Earle, referencing a letter dated January 2024 in which it alleged she breached an agreement.
• The case highlights tensions between political expression, public backlash, and corporate decision-making in influencer-brand partnerships.