Social media brand crisis of a foreign brand in China suggests the sudden occurrence of many, mainly negative social media utterances against the brand. Understanding how such a crisis unfolds and what are related consumer sentiments on social media deserves managerial attention. This paper examines the case of a global Canadian brand, Canada Goose, when it experienced a social media crisis over its refund-policy and alleged use of double standards against Chinese consumers. By using case-study methodology, the findings of this research uncover the discernible stages along which the crisis proceeds and reveals the role of Chinese grassroots nationalism in fulling the social media crisis.