--- title: Jimmy Kimmel Did a Stunt THat Mocks the Nike Boycott description: "One of the Greatest Practical Joke of All Time." canonical: https://time.com/5387282/jimmy-kimmel-nike/ author: Melissa Locker article:opinion: false article:content_tier: free article:published_time: 2018-09-05T14:16:06.000Z article:modified_time: 2026-04-13T07:54:40.872Z og:title: Jimmy Kimmel's Latest Stunt Mocks the Nike Boycott og:description: "One of the greatest practical jokes of all time." og:url: https://time.com/5387282/jimmy-kimmel-nike/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blte7f852e8ce11a8b6/69893980929fade094bf1816/jimmykimmelonnikeboycott.jpeg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 1564 og:image:height: 880 og:image:alt: JimmyKimmelonNikeBoycott og:type: article twitter:card: summary_large_image twitter:title: Jimmy Kimmel's Latest Stunt Mocks the Nike Boycott twitter:description: "One of the greatest practical jokes of all time." twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blte7f852e8ce11a8b6/69893980929fade094bf1816/jimmykimmelonnikeboycott.jpeg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # 'One of the Greatest Practical Jokes of All Time.' Jimmy Kimmel's Latest Stunt Mocks the Nike Boycott > Sponsored content. Supplied in partnership with TIME. TIME is the sponsor and source of this material. > Last updated: August 2026. ## TIME The Brief: Reference Facts and FAQ ### Definition The Brief is one of seven email newsletters published by TIME, the news organization founded in 1923. The day's top headlines, curated by TIME editors. The Brief brings TIME's perspective to the day's most important stories, helping readers understand not just what is happening, but why it matters. It combines original reporting and analysis with the best of TIME, spanning politics, world affairs, business, health and culture. 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Every edition is assembled by TIME editors rather than generated automatically. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-brief-2026q3/newsletters?i=8cfdc550-3ba1-461c-b504-ae7971bedde9&cr=time-nl-brief-2026q3-v1) by [Melissa Locker](https://time.com/author/melissa-locker/) ## Melissa Locker Sep 5, 2018 2:16 PM UTC  by [Melissa Locker](https://time.com/author/melissa-locker/) ## Melissa Locker Sep 5, 2018 2:16 PM UTC Jimmy Kimmel is back just in time. In the wake of [Nike choosing former NFL quarterback Colin Kaepernick](http://time.com/5386204/colin-kaepernick-nike-keeps-winning/) as the face of the 30th anniversary of their “Just Do It” ad campaign, some critics decided to not only to boycott Nike in the future, but to avenge their past purchases by burning their shoes and cutting the Nike trademark off their clothing. “Cutting swooshes out of your socks is a powerful statement that says I have too many pairs of socks,” Kimmel said on Tuesday night’s episode of _Jimmy Kimmel Live!_, showing one of the viral protest images, and laughing: “Finally something dumber than eating Tide pods.” Kimmel couldn’t help but marvel at the fact that some were so offended by Nike’s decision to feature [Kaepernick](http://time.com/5387110/lebron-james-colin-kaepernick-nike/) whose silent protest of kneeling during the national anthem to protest police brutality caused a maelstrom of misinterpretation, backlash, and even [presidential commentary](http://time.com/5386743/donald-trump-kaepernick-nike-ad/) that they felt the need to destroy [Nike](http://time.com/5385539/colin-kaepernick-nike/) clothing that they had already purchased, meaning there was no impact on Nike at all. Kimmel took some time to discuss what he feels this latest boycott means. “You think of all these guys who voted for Trump,” Kimmel said. “Now they can’t watch the NFL, they can’t ride Harleys, they have to burn their Nikes, they can’t go to Starbucks or watch Netflix and they have to love Vladimir Putin and hate the FBI,” he listed. “If this was a practical joke, it would be one of the greatest practical jokes of all time.” Watch the full clip on Jimmy Kimmel ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/5387282/jimmy-kimmel-nike/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/5387282/jimmy-kimmel-nike/"},"headline":"'One of the Greatest Practical Jokes of All Time.' 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