©Kouji Ouji • Kyoto Animation / Iwatobi High School Swim Club

Lawson collaborates with the creators of  “Swimming Anime” for Multi-platform promotions.

Call it ironic, but the promotion is anything but “Free”.

Popular Japanese convenience store Lawson has collaborated with the creators of the popular swimming-themed sports anime Free! Iwatobi Swim Club for a promotion to increase the interest in the anime’s upcoming Second season.

Alongside with the promotion, a brand new key visual was released, featuring the boys in their track outfits that closely resembles the konbini‘s uniforms but at the same time donning the colors of the schools of the members.


The promo comprises of three elements, in-store, social and mobile. The In-store promo would involve Lawson customers buying 2 participating Calbee products, like their Potato Chips and Kappa Ebisen shrimp crackers, to get an exclusive limited-edition Free! poster.

In social media, particularly, on Lawson’s Twitter account, users should follow the official account of the convenience store and retweet something from the official site to receive the key visual poster, but the catch is the user is residing or is in Japan at the time of the promo to be chosen


A mobile application comprises the third element of the promo. Users can download the key visual wallpaper on their iPhone or Android smartphone on the “Entertainment Contents” section of the official Lawson App on the App Store or the Play Store.

The promotion is slated to start on Monday, March 17, while the download is available the next day, and will run until the 31st of March.

The convenience store giant has already made several anime-themed promotions in their convenience stores. Some anime series with previous tie-ins include Neon Genesis Evangelion, Attack on Titan,  K-On!, Tiger and Bunny and Bleach.


©Kouji Ouji • Kyoto Animation / Iwatobi High School Swim Club
©Kouji Ouji • Kyoto Animation / Iwatobi High School Swim Club


SOURCE: Lawson via Crunchyroll