Nike Inc. this week begins selling a pricey sneaker with self-tying laces, a high-stakes test of the company’s technology investments and efforts to sell more products directly to consumers. Since its founding, Nike has predominantly been a wholesaler. But as shopping shifts online, Nike is moving to lessen its reliance on retailers. It wants to double its direct sales to consumers to $16 billion by 2020, particularly as rivals Adidas AG and Under Armour Inc. have become more competitive in recent years. That is where the self-lacing $720 HyperAdapt sneakers play a role. The company is offering the shoes exclusively...
