The best that can happen is Johnson shows up, shuts up and plays up to form, helping the Bengals get turned around. Anything less is a big problem.

If Johnson sits out, he stands to lose $3 million in salary. His multimillion-dollar endorsement deals are safe for now, but his long-term attractiveness as a pitch man could be deeply hurt.

"You don't know how it's going to play out, where it will play out and what kind of collateral marketing damage he's going to do to himself along the way,'' said David Carter, executive director of the Sports Business Institute at the University of Southern California. "We're at a point where corporate America is increasingly gun-shy of working with athletes.''

Johnson's endorsement deals include Degree Men deodorant, Go Daddy and Reebok. Degree sponsors his "Who Covered No. 85'' checklist, which allows fans to vote online how he did each week. A holdout would force Degree to scramble its plans.

"We want him playing football,'' said Kevin George, vice president and general manager for Unilever's deodorant division. "He gets more coverage when he's on the field.''

Johnson's image isn't the only one on the line.

Coach Marvin Lewis hasn't dealt with Johnson very effectively. Sometimes, he has taken a hard line. Other times, he has cut Johnson some slack. Either way, it hasn't worked. With only one winning record in five seasons, Lewis' reputation as a head coach is shaky. How he handles Johnson could cement that reputation.

Owner Mike Brown also has a lot at stake. The 7-9 backslide last season brought back memories of the bad old days. If the team implodes and Johnson's situation gets ugly, there will be a huge backlash.

There is a way out for everyone.

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The Bengals drafted two receivers in the first three rounds — Coastal Carolina's Jerome Simpson and Florida's Andre Caldwell — because of the uncertainty at the position. If one or both of them develops as a rookie, the Bengals could trade Johnson after the 2008 season.

Until then, the best that could happen is Johnson shows up, shuts up and puts up big numbers. Fans might even warm to him again.

"I guarantee you that if in the first four weeks of the season he has 10 touchdowns and he's just as flamboyant, the fans will come back,'' said the Cyclones' Hamel. "They'll be wanting to trade in hockey tickets to get their jerseys back.''

It's up to Chad.

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