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I’m sitting on my couch, staring at my phone as I watch Noah Thomas, a pitchman wearing glasses like Willy Wonka’s, sell a pair of Adidas sneakers through a live stream. “Adidas has been killing it lately!" Mr. Thomas assures viewers before ticking off the brand’s recent collaborations and a few factoids from its history. It takes him a few minutes to even get to the sneaker on offer, but he insists it “is a very coveted shoe" as the cameraperson swoops around the yet-to-be-opened box. “Here we go, boom, the beautiful ZX 10000 C," he hollers as he pulls out the all-white shoe. Mr. Thomas rapidly runs through details like the rubber outsole and the neon-yellow shoe-lace bangle. A couple of minutes later he moves onto a grey pair and goes through the whole spiel again.

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