New Balance's Urban Dash

New Balance has kicked-off an augmented reality game that thoughtfully brings the brand’s legacy in track and field to the streets of New York City. The brand’s “Urban Dash” iphone app has created a virtual race experience that meshes mobile technology with New Balance’s deep athletic heritage in order to create buzz around the launch of the brand’s first ever flagship store.

New Balance has challenged its iphone wielding fans to seek out virtual batons located throughout the city and reach the new store with one in possession to receive a free pair of kicks. The participant who has collected the most batons by the end of the program receives a life-size 14K gold baton that’s worth over $20k. To foster friendly competition among participants and keep things interesting, players have the option to steal batons if they’re within 100 ft. from each other!

[Via Event Marketer]