One of the largest convenience store chains in Japan, Lawson will be running a new collaboration campaign with The New Prince of Tennis anime series featuring Keigo Atobe from January 6 to February 2, 2015. January 6 has been considered as "Atobe Kingdom National Foundation Day" among the TeniPuri fans.
Atobe Kingdom is Atobe's signature technique which see blind spots and goes further by allowing Atobe to view his opponents like an X-ray machine by seeing through their skeleton. He used it for the first time in the February 2011 issue of Shueisha's Jump Square magazine, which was published on January 6, 2011. Since then, January 6 has become a very important day for his fans. The details of the campaign will be revealed at 10:00 on December 22.