Sporting apparel retailer New Balance is driving consumers to its recently opened flagship New York store with a scavenger hunt campaign where consumers can win free athletic shoes and other prizes.

A modern-day grocery or pharmacy is not a friendly zone for the brand. Gone are the halcyon days of “Leave-it-to-Beaver” when brands worked hand-in-hand with the local store owner to sell stuff. Now many retail chains compete on the shelf with competitive generic brands.