On Friday, January 30, 2026, FamilyMart, a major Japanese convenience store (Konbini) chain, will launch new collaboration items.
The partner for this collaboration is the Tokyo Marathon, one of the World Marathon Majors.
FamilyMart’s apparel brand, “Convenience Wear,” is helmed by fashion designer Hiromichi Ochiai. This brand has overturned the conventional image of “clothes bought at a convenience store are just for emergencies,” creating a new Japanese culture of “high-design clothing you want to wear every day.”
As the city gears up for the Tokyo Marathon to be held on Sunday, March 1, 2026, we introduce unique items that fuse Japanese Konbini culture with a major sporting event.
Available Nationwide: Line Socks
First up is the “Line Socks,” a signature product of Convenience Wear.
This limited-edition model is designed with the motif of the “Tokyo Marathon 2026” start gate colors. The available colors are “White” and “Black.”
These socks excel not only in design but also in functionality. The sole features pile knitting (a towel-like weave), providing high cushioning. This makes them suitable for sports like running, as well as for long travel or walking. Additionally, they are treated with antibacterial and deodorizing processing to maintain cleanliness.
These socks can be purchased at FamilyMart stores all across Japan. Even if you are traveling outside of Tokyo, you can incorporate this piece of Japanese fashion into your look as a souvenir.
- Product Name: Line Socks
- Price: 546 JPY (600 JPY incl. tax)
- Release Date: Friday, January 30, 2026
- Region: Nationwide Japan
- Colors: Tokyo Marathon 2026 / White, Tokyo Marathon 2026 / Black
- Size: 22cm-25cm (approx. 8.5-10 inches), 25cm-28cm (approx. 10-11 inches)
- Content: Socks featuring a color scheme inspired by “Tokyo Marathon 2026”
Tokyo Limited: Imabari Towel Handkerchief
From here on, we introduce limited items that can only be bought at “FamilyMart stores within Tokyo,” the host city. First is the “Imabari Towel Handkerchief.”
“Imabari Towel” is Japan’s premier brand for high-quality towels. This handkerchief possesses the superior absorbency and soft texture of Imabari towels, designed with the Tokyo Marathon 2026 colors.
In Japan, it is customary to carry your own handkerchief to wipe your hands after washing them. This handkerchief is 25cm x 25cm (approx. 10 inches square), a perfect size to carry in your pocket. It is also great for wiping sweat during sports.
- Product Name: Imabari Towel Handkerchief
- Price: 728 JPY (800 JPY incl. tax)
- Release Date: Friday, January 30, 2026
- Region: Tokyo Only
- Colors: Tokyo Marathon 2026
- Size: 25cm x 25cm (approx. 10×10 inches)
- Content: High-absorbency Imabari towel. “Tokyo Marathon 2026” limited color.
Tokyo Limited: Imabari Muffler Towel
Next is the “Muffler Towel,” a staple item for sports spectating and music festivals in Japan. This is also sold exclusively in Tokyo.
With a length of 110cm (approx. 43 inches), it is the perfect size to drape around your neck. Being an Imabari towel specification, it absorbs sweat thoroughly.
You can hold it up while cheering at the marathon or wear it around your neck while running—it’s versatile. It is an item that lets you experience the atmosphere of a Japanese sports event.
- Product Name: Imabari Muffler Towel
- Price: 1,364 JPY (1,500 JPY incl. tax)
- Release Date: Friday, January 30, 2026
- Region: Tokyo Only
- Colors: Tokyo Marathon 2026
- Size: 19cm x 110cm (approx. 7.5×43 inches)
- Content: A long towel with a “Tokyo Marathon 2026” motif.
The Meaning Behind the Design and Japanese Quality
Regarding this design, designer Hiromichi Ochiai states that he “incorporated the color scheme of the start gate.”
For runners, the marathon starting point is a special place where tension and hope intermingle. Wearing these symbolic colors connects you to the energy of those taking on the challenge.
Furthermore, FamilyMart’s “Convenience Wear” pursues quality thoroughly. In the past, convenience store clothes were bought as “make-do” items, but now they have a quality that makes them a “must-have” purchase. The adoption of the globally acclaimed “Imabari Towel” and socks with carefully crafted comfort are proof of this.
About Online Reservations
For those who say, “I want the Tokyo-limited towel but can’t go to the store,” or “I want to ensure I get one,” online reservations are available.
- Reservation Period: Friday, Jan 30, 2026, 10:00 AM – Monday, Feb 16, 23:59 PM
- Pickup Period: Thursday, Feb 26, 2026, 10:00 AM – Wednesday, Mar 11
- Note: Reservations are on Japanese websites and typically require pickup at a store in Japan.
The pickup period is just before the race. Therefore, you can prepare it as part of your gear for the marathon day. Please check the official site below for ordering details.
https://famima-online.family.co.jp🇯🇵
About Tokyo Marathon 2026
Finally, a bit about the “Tokyo Marathon,” the theme of this collaboration.
Held on Sunday, March 1, 2026, this massive event features a total of about 39,000 participants, ranging from top domestic and international athletes to general runners, running through the metropolis of Tokyo.
- Date: Sunday, March 1, 2026
- Start Time: 9:05 AM (Wheelchair), 9:10 AM (Marathon / 10.7km)
It is said that about 1 million spectators will cheer along the roadside on the day. If you plan to watch the race in person, why not join the cheering wearing official color items?
https://www.marathon.tokyo/ 🇯🇵
Japanese convenience stores are not just shops; they are hubs of culture. While buying drinks or Onigiri (Rice Ball), please check out these limited items. Especially if you are looking for Tokyo-exclusive items, we recommend visiting a store early.
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