The shoe brand, Nike, faced a marketing crisis in 2018 when the brand published its Dream Crazy ad on September 5, 2018, with Colin Kaepernick as the narrator.

What are the direct and digital marketing tactics the brand uses to tailor offers and content to the needs and interests of defined segments or individual buyers to build customer relationships, a brand community, and/or sales?
What happened in this crisis situation?
How did the organization handle the crisis using online marketing channels?