Kanye West's 2XU Sydney launch was shut down after just 45 minutes.
Fairfax Media reports that customers failed to turn up to the Oxford Street store to purchase the 40-year-old rappers collaboration with the Australian sportswear brand.
It was believed fans would be queuing to purchase the activewear, including leggings and bike shorts valued at over $500, that had been seen on wife Kim Kardashian.
However, customers failed to turn up to the launch and management decided to shut it down after less than an hour.
A 2XU representative told Fairfax the decision to shut down the pop up was not due to a lack of customers, but rather a 'a change of direction.'
'There's been a change of direction from head office and unfortunately the event has been cancelled,' the spokesperson said.
The range, created by Kanye, includes $550 neoprene leggings and $500 bike shorts.
The sportswear is now only available for purchase on 2XU's online store, however the exact release date is yet to be announced.