Honestly, this Adidas sales strategy is low key brilliant.
Keep people pending for hours and until they assume its an L and move on to buy something else. Repeat. Repeat. Then just give them Ws on everything, and BOOM they've spent more money on this non-refundable stuff than they ever would have.
People still winning pairs they entered for yesterday. But Adidas winning more. THEY'RE the desperate ones, not you. THEY need to get off more pairs than they know what to do with. So just let people win in waves and let the FOMO begin. Then their reaction isn't "Damn, I hit on these bricks everybody else hit on" but rather "YAAAY, I finally hit too, after 18 hours of pending!"
Good for Adidas; getting people to come up off their cash in a recession