Hong Kong – May 2026 – 7-Eleven Hong Kong is celebrating its 45th anniversary by breaking into the sneaker world. In a first-ever partnership with New Balance, the convenience store giant has launched a limited-edition series of miniature buildable shoe magnets that faithfully replicate six classic New Balance silhouettes. Featuring 12 distinct colourways, the collection goes on sale from 7:00 a.m. on 20 May 2026 at 7-Eleven outlets and designated New Balance stores across Hong Kong, with a coveted hidden variant that collectors will be racing to secure.
A First-of-Its-Kind Collaboration
7-Eleven’s anniversary festivities have already included local brand tie-ups and a presence at ComplexCon Hong Kong. This latest crossover with New Balance – dubbed the “Mini 拼砌模型磁貼” (Mini Buildable Model Magnet) series – is designed to merge streetwear culture with everyday convenience. Each model is a 1:1 scale replica of a real sneaker, broken down into six interlocking parts that allow fans to assemble their own miniature shoe. The set also includes a semi-transparent mini shoebox printed with both brand logos and authentic details such as barcodes and size stickers.
The Collection: Six Iconic Silhouettes
The series pays homage to six New Balance legends, each offered in two colourways:
- 574 – Orange with yellow box; classic grey with grey box.
- 2002R – Grey with green box; pink with purple box.
- 204L – Brown with purple box; silver-grey with grey box (the latter worn by Korean superstar IU in New Balance’s 2026 Grey Days campaign).
- 990v6 – Grey with orange box; green with green box (the “President’s Sneaker” once gifted to Barack Obama).
- 2010 – Grey with orange box; green with yellow box.
- 1300 – A legendary model redefining premium running since 1985. Available as a hidden edition (approximately 5% of blind boxes at 7-Eleven) and as a New Balance store exclusive.
Design and Authenticity
Each magnet model splits into a sole, upper, support frame, laces, and two “N” logos. The 990v6, for example, features its “MADE IN USA” stamp, while the 204L’s silver line details are meticulously replicated. A magnet embedded in the sole allows the shoe to stick to fridges, shelves, or desks. The shoebox is made of durable ABS plastic, designed for reuse as a storage or dust cover.
How to Collect: Redemption Details
The Mini Buildable Model Magnets are redeemable through 7-Eleven’s stamp programme and yuu rewards. Key options include:
- Electronic or physical stamps – Collect 20 stamps for a free random set (limited to 5,000 sets, first-come-first-served); or use 4 stamps + HK$56 for one set, or 6 stamps + HK$88 for two sets.
- yuu points – Members can redeem 8,800 points + HK$25 for one set.
- New Balance store offer – Spend HK$1,600 or purchase any MADE series shoe to receive a 1300 model as a gift.
Stamps are earned with every HK$20 spent at 7-Eleven (excluding certain items), with one additional stamp per HK$10 thereafter. The programme runs from 20 May to 30 June (stamp collection) and until 3 July for redemptions. Up to 20 sets can be redeemed per customer per day; orders can be placed for out-of-stock items.
The Ultimate Collector’s Item
With the hidden 1300 variant being so rare and the store-exclusive version only available through New Balance purchases, this collaboration is set to ignite a new wave of sneaker-collector enthusiasm. The blend of tactile assembly, functional magnet design, and authentic packaging creates an experience that goes beyond a typical promotional giveaway.
Whether you’re a lifelong New Balance fan or just starting your collection, the 7-Eleven x New Balance Mini Buildable Model Magnets offer a playful yet detailed tribute to some of the most iconic footwear in history. Mark your calendars for 20 May – and start saving those stamps.