Beyonce jumps on athleisure bandwagon

New York

IVY Park, a new fashion line from Beyonce Knowles, seems to have everything going for it. It's a premium activewear label with an unabashedly on-trend mix of sleek workout gear and casual clothing. And of course, it has the superstar power of Queen Bey herself and a built-in market of fiercely loyal fans, the Beyhive.

But Ivy Park's success may not be as inevitable as one might think. Even Beyonce will have to struggle to avoid having it join the dead or dying celebrity brands that litter the landscape.

Most celebrity clothing lines crash in an embarrassingly public way. Miley Cyrus tried to launch one at Wal-Mart Stores Inc with Max Azria. Paris Hilton's line for Dollhouse withered, along with a Lauren Conrad line and Heidi Montag's Heidiwood for Anchor Blue Retail Group Inc. Sarah Jessica Parker's Bitten and Amanda Bynes's Dear died with their partner retailer Steve & Barry's LLC. Eve's Fetish folded after years of trying to gain rele…