This option was entirely new in 2017, and it's a wonderfully broad prompt. In essence, it's asking you to identify and discuss something that enthralls you. The question gives you an opportunity to identify something that kicks your brain into high gear, reflect on why it is so stimulating, and reveal your process for digging deeper into something that you are passionate about. Note that the central words here—"topic, idea, or concept"—all have rather academic connotations. While you may lose track of time when running or playing football, sports are probably not the best choice for this particular question.
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There’s no reason to rush your essay. You won’t score extra point with the admissions department for finishing your essay in an hour. Unless you’ve helped write the State of the Union, your admissions essay will likely be the most influential essay you’ve written so far, at least as it relates to your own life. Give yourself at least a week to compose your essay.