The promotion requires you to download the Urban Dash App, which will notify you when there are "batons" nearby. Once you get within 100 feet of them, you can pick them up.
You then run to the New Balance store on Fifth Avenue where you can redeem a pair of shoes. But beware of other players -- if they get too close to you, they can steal the baton away from you. The person with the most virtual batons will win a 14K gold baton valued at $20,000.
It's reminiscent of Jung von Matt Stockholm's mobile hunting game from MINI Stockholm, where players could "pick up" MINIs on their mobile phones and had to prevent others from stealing them away. The prize there was a real MINI Countryman.