We Believe in Israel (WBII) has launched a new email campaign in response to reports that Gymshark terminated its partnership with influencer Alix Earle after she publicly expressed support for Israel and condemned the October 7 terror attacks carried out by Hamas—a proscribed terrorist organisation under UK law.

If accurate, this is not just a moral misstep—it is a dangerous message to send: that speaking out against terrorism and standing in solidarity with a democratic ally can cost someone their career. At a time when antisemitism is on the rise and Jewish communities are increasingly under threat, brands must not remain silent, nor punish those who refuse to.

We believe that everyone has the right to speak out against terrorism without fear of retribution or corporate appeasement.

We’ve prepared a model email that you can send directly to Gymshark CEO Ben Francis ([email protected]), urging the company to clarify its position and reaffirm its commitment to the values of inclusion, courage, and moral integrity.

▶️ Use our model email as it is, or feel free to personalise it with your own words and experiences.

📨 CLICK HERE TO SEND OUR MODEL EMAIL

This is a moment for moral clarity. Let’s remind brands like Gymshark that opposing terror is not controversial—it’s the bare minimum of human decency.

Model Email

Subject: Concern Over Gymshark’s Reported Dismissal of Alix Earle for Opposing Terrorism

Dear Mr. Francis,

I write to you as a concerned member of the public who, like many others, was dismayed to learn of reports that Gymshark chose to terminate its relationship with Alix Earle following her public expression of support for Israel and condemnation of Hamas’s acts of terror.

If these reports are accurate, they raise profound ethical questions. It would suggest that a young woman who chose to speak out against the massacre of innocent civilians and the abduction of children—carried out by a group formally designated as a terrorist organisation under British law—has been penalised for her moral clarity. That is not a sign of brand neutrality. That is a disturbing capitulation to those who would rather see silence in the face of barbarism than the courage of conviction.

Hamas is not simply controversial. It is a proscribed entity whose charter calls for the annihilation of the world’s only Jewish state. To publicly oppose such an organisation should never be met with disapproval, let alone professional reprisal. Indeed, in a society that values human dignity, opposing terror should be the baseline of decency—not a source of controversy.

It is not difficult to imagine the outcry if a public figure were dropped for speaking out against ISIS, al-Qaeda, or any other extremist group. That Gymshark may have acted differently in this case, simply because the victims were Israeli and the speaker pro-Israel, is as revealing as it is unacceptable.

Let me be clear: this is not about politics. It is not about partisanship, nor even about policy. It is about the moral right of individuals—particularly women in the public eye—to denounce terrorism and support democratic societies without fear of retaliation. Alix Earle did not promote division. She stood, quite simply, with the victims of terror. And for that, it seems, she was punished.

In doing so, your brand has unintentionally sent a message to countless Jewish people and their allies that their pain, their safety, and their very right to exist in peace are somehow “too controversial” for commercial association. That is a message that must be urgently corrected.

Gymshark has built its reputation on empowerment, authenticity, and global community. Those values are deeply needed now—but they must be more than words on a website. They must be defended when it matters most, especially when that defence may come at a cost.

I urge you to clarify your position, and to affirm that opposing terrorism and expressing support for a people under siege is not grounds for severance but a reflection of the very values your brand claims to uphold. To remain silent is to align, however unintentionally, with the forces of fear and intolerance that thrive when good people say nothing.

You now face a choice: to allow this issue to pass quietly, or to lead with courage and principle. I sincerely hope you will choose the latter.

Respectfully,