TikTok Star Settles Sponsorship Dispute with Gymshark for $1 Million

NEW JERSEY — A British fitness apparel company has settled a legal dispute with TikTok influencer Alexis Earle for $1 million. The Telegraph reported that Earle, 24, who was raised in New Jersey, accused Gymshark of cutting a sponsorship deal short after facing backlash on social media for partnering with her.

According to court filings, Earle claimed Gymshark promised her $1 million for promoting their brand through three TikTok posts, four Instagram posts, a photo shoot, and an appearance at a company event. Earle said the controversy arose when she expressed her support for Israel, which led Gymshark to distance itself from her.

Gymshark denied signing a contract with Earle, but her legal team referenced a letter from the company alleging Earle breached an agreement made in January 2024. Earle emphasized that her support for Israel was expressed before entering into any agreement with Gymshark.

Earle, who has gained notoriety on TikTok, has shared her sentiments on various social media platforms, which have contributed to her prominence in the fitness community. Her father, Thomas “TJ” Earle, is the president of a construction and paving company based in Wall Township, New Jersey.

This dispute comes at a time when Earle has paused her podcast due to the ongoing tension resulting from this situation. “I have to put a pause on podcasting right now for the foreseeable future,” she stated in a video released on Wednesday. She expressed pride in her podcast but refrained from offering details about her current struggles.

While Gymshark navigated the public relations fallout, Earle continues to advocate for her stances online. The influencer previously faced scrutiny for comments made in 2014 that resurfaced, prompting accusations regarding her values.

As this settlement marks another chapter in the complex relationship between influencers and brands, it highlights the volatile nature of online partnerships and the potential consequences of public opinion.