Cowboys icon Jimmy Johnson starts fresh venture in Florida after stepping away from FOX Sports

Jimmy Johnson is not slowing down. The former Dallas Cowboys head coach and longtime FOX Sports analyst has started a new chapter after retiring from television. Instead of stepping away from public life, he is moving closer to his fans. Jimmy Johnson, now 82, announced on Instagram that he is launching JJSwagger.com, an online store connected to his popular Florida Keys restaurant, Jimmy Johnson’s Big Chill. In the video, he stood inside the Big Chill showroom in Key Largo and said, “JJSwagger.com, that’s where you’ll find some great merchandise next time you’re in the Big Chill.” Johnson retired from FOX Sports in March 2024 after 31 years with the network. He called his time there “the most fun” he ever had in his career. Now, he is focused fully on life in the Florida Keys and building his brand in a new way.After decades in football and television, Jimmy Johnson is putting his energy into the place he loves most, the Florida Keys. He moved there in the 1990s after leading the Dallas Cowboys to back-to-back Super Bowl wins, including their second title in January 1994. What started as a getaway slowly became home. In past interviews, Johnson has shared that he came to the Keys for a final open-water dive and fell in love with the area.Today, he lives in Islamorada and runs Jimmy Johnson’s Big Chill at Fisherman’s Cove in Key Largo. The place is more than a restaurant. It includes JJ’s Sports Bar, a tiki bar, live music, water activities, and now a growing merchandise business.The new website, JJSwagger.com, allows fans to buy Big Chill gear from anywhere. The store features logo shirts, fishing-inspired apparel, and signed copies of his memoir, Swagger. For fans who cannot travel to Florida, this gives them a way to feel connected.Supporters quickly reacted when Johnson posted the Instagram reel. One fan wrote, “Can’t wait for our next JJ’s Big Chill trip.” Another added, “Looking good nice go fishing.” Messages of support and excitement filled the comments section.Johnson has also expanded his brand in other ways. In December 2024, he introduced Jimmy Johnson’s Hall of Fame Lager, a house beer now served at the Big Chill. Between the beer, live events, and online store, he is clearly building something long-term.Jimmy Johnson may have stepped away from FOX Sports, but he is still active. He is meeting fans, running his business, and staying visible. For someone who once coached on the biggest stage in football, this next move feels personal. And judging by the reaction online, fans are right there with him.