A 41-year-old man has reportedly been making a killing selling women’s high heel shoes and boots by modelling them himself.

The unnamed man who reportedly hails from China’s Sichuan province recently made news headlines after it was revealed that he had been using a very unusual technique to boost his online sales. Live stream commerce is big business in China, but the competition is so stiff that entrepreneurs constantly have to come up with gimmicks to set themselves apart and gain potential customers. In this particular case, the guy films himself walking and even running in the high-heel women’s footwear he sells, and people seem to love it.

Loveeee this for him!