MKRob Sports

Jimmy Johnson is going to be big enough to claim he uses a male-enhancement supplement.

The former Dallas Cowboys head coach and current “Fox NFL Sunday” host Jimmy Johnson has signed on as pitchman for ExtenZe, AdAge.com reported.

Johnson will admit that he is a user of ExtenZe in 15-, 30- and 60-second ads on television, which is shifting its focus to distribution through mass retailers such as Walmart, Walgreens, CVS, Rite Aid and GNC.

“Most men want to perform the best they can in just about everything,” Johnson reportedly will say one spot. “Isn’t that why we buy the biggest and best of everything?”

Johnson will finish the commercial with the tagline: “Go long with ExtenZe. I do.”

Robert Yallen, CEO of Inter/Media, a direct-marketing agency behind the campaign, told adage there was a lot of concern about potential embarrassment, but, “I think what we’ve done is legitimized this category that we brought into being 10 years ago. Now, we’ve become very mainstream. … We’re in Walmart. And Walmart’s a family store. I think Jimmy realized it’s a legitimate product in a very legitimate category now. He’s probably one of the few people who can pull this off and get gains in his career from this.”