Kanye West's activewear launch is shut down after just 45 minutes because no customer turned up to buy his merchandise

Kanye West's 2XU Sydney launch last Saturday was shut down after just 45 minutes because customers failed to turn up to buy his biker shorts.

When customers failed to show up, management decided to shut the launch down after less than an hour.

A spokesperson for 2XU told Fairfax that the activation was not shut down due to a lack of customers, but rather "a change of direction".

"There's been a change of direction from head office and unfortunately the event has been cancelled," the spokesperson said.