In the fast-moving worlds of global business and pop culture, staying relevant is a make-or-break game. Two recent stories—Nike’s struggle to hold onto its Chinese market and Netflix’s once-dominant series Emily in Paris facing waning enthusiasm—show just how quickly the tides can turn when cultural connection slips away. Both giants, one a sportswear titan and the other a streaming sensation, are learning that innovation alone isn’t always enough; tapping into the spirit of the times, and the hearts of consumers, matters more than ever.
On December 18, 2025, Nike reported a sharp 17% drop in sales in Greater China for its most recent quarter, falling to $1.42 billion—well below Wall Street’s already cautious expectations. In contrast, North American sales rose 9% to $5.63 billion, according to the company’s Q2 fiscal results. But the China slump was enough to send Nike’s stock tumbling 9% in early trading the next day, as reported by Business Insider.
“It’s clear that we need to reset our approach to the China marketplace,” Nike CEO Elliott Hill admitted on the earnings call. “We’re acting decisively to accelerate the lagging areas, with China at the top of that list.”
But what’s behind this sudden loss of traction? Experts point to a “systemic cultural lag.” Linda Yu, general manager at consultancy Red Ant Asia, told Business Insider that Nike’s traditional focus on “elite athleticism and individual grit”—epitomized by its iconic “Just Do It” slogan—simply isn’t resonating with China’s Gen Z. This new generation is swept up in the “Guochao” movement, which celebrates Chinese heritage and homegrown brands. Local upstarts like Anta and Li-Ning are seizing the moment, crafting campaigns and products that feel personal, authentic, and unmistakably Chinese.
Neil Saunders, managing director of GlobalData Retail, was blunt in his note to clients: Nike is “not connecting culturally in a way that rivals are.” He warned that this is a “more entrenched problem” that won’t be fixed overnight.
The challenge goes deeper than just marketing slogans. Jack Porteous, Commercial Director at TONG Global, told Business Insider that Nike’s content, while polished, “feels less authentic and more brand-controlled—making it less accessible for a generation who crave personalisation and self-expression.” In a digital landscape dominated by platforms like WeChat, Douyin, and Tmall, Nike’s reliance on traditional channels leaves it playing catch-up. Local brands excel with livestreaming, influencer partnerships, and interactive experiences—precisely the kind of engagement Gen Z expects.
Geopolitical tensions between the US and China only add fuel to the fire, nudging patriotic consumers toward domestic brands. Meanwhile, competitors like Adidas and Lululemon are finding ways to connect, whether it’s through local trend collaborations or building “highly engaged value-based” communities, as Yu noted.
While Nike is working to reduce promotions and better manage inventory, experts agree that the real solution lies in a fundamental shift: understanding and integrating into the cultural confidence, community, and lifestyle aspirations of China’s younger generation. The race is on, and Nike’s next moves will determine whether it can reclaim its former status—or continue to lose ground in one of the world’s most important markets.
On the other side of the globe, another cultural phenomenon is facing its own test of relevance. Netflix’s Emily in Paris returned for its fifth season on December 18, 2025, with 10 new episodes whisking its heroine from Paris to Rome. The series, fronted by Lily Collins, once captured the world’s imagination—debuting in 2020 to a staggering 58 million households in its first month. But by season 4 in 2024, viewership had plummeted to 19.9 million households, and critics were less than kind. Metacritic tagged the show with “mixed or average” reviews, while social media users panned its recycled plots and endless love triangles.
Lucille Befort, founder of the French Vibes Club, told Newsweek that the show’s early success was “specific to its cultural moment.” She described Emily in Paris as a “cultural fantasy” that emerged during the pandemic, when audiences craved escapism and comfort. “It also coincided with a peak moment in influencer culture,” Befort said. But as media habits and cultural expectations evolved, so did the show’s standing in the public conversation. “Its cultural dominance has naturally softened.”
Lori Bindig Yousman, a professor and media literacy expert, echoed this sentiment, telling Newsweek, “It’s not surprising that its novelty has worn off. That said, Emily in Paris has the potential to see resurgence in popularity. Setting season 5 in Italy once again returns the series to its ‘fish-out-of-water’ setup.” She also noted that in “this politically fraught moment,” audiences may seek out the show’s familiar comforts as an escape from daily anxieties.
Yet, the show’s reliance on stereotypes and lack of nuance has become increasingly problematic. Salvador Ordorica, a cultural heritage advocate, told Newsweek, “The series skimmed the surface of cultural differences, often resorting to clichés rather than being nuanced. It’s an approach that may have worked for a while, but eventually it becomes uncool and offensive, especially as our audience grows increasingly savvy about other cultures.”
Controversies have dogged Emily in Paris from the start, from its portrayal of a Ukrainian character—criticized by Ukraine’s minister of culture—to scenes seen as dismissive of Chinese culture, and a steady stream of outdated French stereotypes. While these flare-ups kept the series in the headlines, they also reflected a shift in audience sensitivities and a growing demand for authenticity.
Despite its critics, the show’s impact on Paris’s global image is undeniable. A 2024 survey found that 38% of tourists cited Emily in Paris as a reason for visiting the city. The Paris tourist office still lists filming locations, and even France’s first lady Brigitte Macron made a cameo in season 4. For many, the fantasy endures—even if the show’s cultural cachet has faded.
Looking ahead, experts say the show’s future depends on its ability to evolve and meet the expectations of a more discerning, globally aware audience. “The series can remain culturally relevant if it continues to evolve,” Befort said. “Paris itself has not lost its appeal. However, contemporary audiences expect greater depth and self-awareness.”
As the worlds of sportswear and entertainment both grapple with the challenge of staying in step with culture, the lessons are clear: relevance isn’t static, and audiences—whether shoppers in Shanghai or binge-watchers in New York—are quick to move on when brands or stories no longer speak to them. For Nike and Emily in Paris alike, the next chapter will be written by how well they listen, adapt, and reconnect with the very people they hope to inspire.
