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If you’ve noticed an uptick in TikTokers hyping up Gymshark apparel, it might have to do with a recently resurfaced lawsuit involving influencer Alix Earle.

The controversy, which revolves around Earle’s alleged contract dispute with the brand over her pro-Israel stance, has ignited fresh debate — and according to The Cut, boosted Gymshark’s popularity.

Earlier this week, The Telegraph revisited a lawsuit filed by Earle against Gymshark in 2024. According to court documents reviewed by the outlet, the 24-year-old influencer alleged that the British activewear company had prematurely ended their partnership due to backlash over her October 2023 Instagram post, which read: “Now and always, we stand with the people of Israel.” The post is no longer available.

In her lawsuit, Earle had claimed that Gymshark, which had hired her for social-media posts, a photo shoot, and a promotional event, backed out of the deal due to public criticism of her pro-Israel stance.

She sued the brand for $1 million, alleging breach of contract and loss of earnings. Gymshark, for its part, denied ever having signed a contract with Earle, but opted to settle the case in January 2025.

The settlement amount remains undisclosed.

Despite the case being settled months ago, many X and TikTok users learning of the controversy for the first time have expressed enthusiasm for Gymshark’s apparent decision to distance itself from Earle’s stance, and are flocking to purchase its products as a sign of support.

Despite the online debate, Gymshark itself has remained tight-lipped about the situation.

The brand has not issued any official statements regarding the lawsuit, Earle’s claims, or the political implications of the controversy. However, the situation has inadvertently propelled Gymshark into the spotlight.