Joe Brady isn’t just saying the right things about Keon Coleman - he’s doubling down on his belief in the young wideout, and he’s making it clear this is personal.
The Bills’ head coach didn’t just sign off on Coleman’s selection in the second round of the 2024 NFL Draft - he was one of the driving forces behind it. According to Brady, this wasn’t a front-office decision handed down from above. This was a guy he wanted in his locker room, in his offense, and on his field.
“I told Keon when I got hired, the best thing that happened to Keon Coleman was me being his head coach,” Brady said. “I was one of the ones that stood on the table for Keon Coleman, and I believe in Keon Coleman.”
That’s not just coach-speak. That’s conviction.
The topic of Coleman’s draft selection resurfaced after team owner Terry Pegula made headlines last week, suggesting that GM Brandon Beane was “being a team player” when he went with the coaching staff’s recommendation to draft Coleman. The comment sparked some speculation - was that a subtle jab? A hint of front-office frustration over the rookie’s development?
Either way, Brady isn’t backing off his stance. He’s not just invested in Coleman’s potential - he’s staking his name to it.
Now, let’s be real: Coleman’s rookie season didn’t exactly go according to script. There were flashes, sure, but also stretches where he was benched or inactive due to disciplinary reasons. That’s not what you want from a second-round pick, especially in a year when the Bills were looking for someone - anyone - to step up and take pressure off their top targets.
But Brady isn’t giving up on the 6'4" receiver out of Florida State. In fact, he’s leaning in even harder.
“I have no doubt Keon will be successful in the NFL,” Brady said. “As long as he’s handling what he needs to do off the field.”
That last part matters. Talent has never been the question with Coleman.
He’s got the size, the athleticism, and the ball skills to be a problem for opposing secondaries. What’s held him back so far has been consistency - not just in route running or hands, but in the day-to-day work that earns trust from coaches and quarterbacks alike.
Brady’s message? The door is still open.
The opportunity is still there. But it’s on Coleman now to walk through it.
And if he does? The Bills might just have something special.