Shonan Bellmare unveiled their new 2010 J-league home, away and goalkeeper kits made by Italian kit manufacturer A-Line.
The name Bellmare is derived from the Latin "bellum" for "war" and "mare" for "sea". Shonan refers to a coastal area that includes Hiratsuka.
The club was founded in 1968 as Towa Estate Development S.C. in Tochigi city. They were promoted to the Japan Soccer League (JSL) Division 1 in 1972. They changed their name to Fujita Kogyo S.C. when Towa Estate Development gave up the ownership to their parent company Fujita Kogyo, which moved the club to Hiratsuka.