Gymshark Faces Class Action Lawsuit Over Undisclosed Influencer Marketing
Activewear brand Gymshark is facing a class action lawsuit alleging the company failed to disclose influencer partnerships on social media. The suit centers on the brand's long-standing marketing strategy.
Gymshark, a popular activewear brand, is now the subject of a proposed class action lawsuit. Filed in the U.S. and Canada, the complaint alleges that the company has failed to properly disclose its paid partnerships with social media influencers, violating Federal Trade Commission (FTC) guidelines.
The lawsuit, initiated by Florida resident Mihaela Lupea on behalf of a proposed class of consumers, claims Gymshark enters into agreements with influencers to promote its products. These promotions appear on social media without clear labels indicating they are advertisements or paid partnerships. The complaint argues this deliberate omission misleads consumers into believing the content creators use Gymshark products organically, thus influencing purchase decisions negatively.
The suit posits that this practice is not accidental but a core business strategy employed by Gymshark since its inception. Founded in 2012 by Ben Francis, the U.K.-based company experienced rapid growth by sending free products to fitness YouTubers, achieving unicorn status in 2020.
Several examples of influencer posts are cited in the complaint. These posts reportedly advertised Gymshark products and even upcoming sales but lacked the required disclosures. According to the lawsuit, Gymshark and its partners have gone to "great lengths to cover up" their commercial relationships, which allegedly allows the brand to command higher prices than competitors. Similar lawsuits have previously targeted Alo Yoga and Revolve.
Gymshark reported approximately 646 million Euros in sales between August 2024 and July 2025, though profits before tax saw a significant decrease. The company has not yet commented on the lawsuit.