UK fitness apparel brand Gymshark is facing a proposed class action lawsuit in the Southern District of New York over alleged failures to properly disclose paid relationships with social media influencers.
The complaint, filed by Florida resident Mihaela Lupea on behalf of a proposed nationwide class of US and Canadian consumers, claims Gymshark built its brand through a network of fitness influencers on Instagram, TikTok and YouTube while giving consumers the impression that endorsements were authentic, independent recommendations rather than sponsored content.
