Joe Brady Bets Big on Keon Coleman’s Future in Buffalo - Now It’s Time to Deliver
ORCHARD PARK - When Joe Brady stepped up to the podium for his first press conference as the Buffalo Bills’ new head coach, he didn’t just introduce himself - he made a statement. And it wasn’t about scheme, or culture, or even Josh Allen. It was about Keon Coleman.
“I was one of the ones who stood on the table for Keon Coleman,” Brady said, “and I believe in Keon Coleman.”
That’s not just coach-speak. That’s a coach putting his name - and now, his head coaching tenure - on the line for a player who hasn’t exactly lived up to expectations through two NFL seasons.
Let’s be honest: Coleman’s start in the league has been rocky. The 2024 second-round pick came in with size, athleticism, and swagger.
But so far, the results haven’t followed. He’s struggled to separate from NFL corners, his route running hasn’t developed the way the team hoped, and off-the-field maturity issues led to multiple healthy scratches in 2025.
It’s been the kind of start that typically leads to a short leash in this league.
But Brady isn’t backing away. In fact, he’s doubling down.
“I told Keon when I got hired, the best thing to happen to Keon Coleman was me being his head coach,” Brady said. “Keon Coleman is going to be a Buffalo Bill.”
That’s a bold declaration, especially considering where things stood just a week ago. After Bills owner Terry Pegula publicly shifted blame for Coleman’s selection onto the previous coaching staff, fans and pundits alike were ready to write the young receiver off. But Brady’s message is clear: he’s not giving up on his guy.
And neither, it seems, is general manager Brandon Beane - at least not yet.
During a media session on the night of Brady’s introductory press conference, Beane offered a candid assessment of Coleman’s development, or lack thereof. The biggest issue?
Speed. Or more accurately, the lack of it.
“If you just expect him to run against the top corners… he’s not going to do that,” Beane said, referencing elite defensive backs like Christian Gonzalez and Patrick Surtain. “He’s got to win with nuance.”
Beane pointed to Chargers veteran Keenan Allen as the kind of player Coleman should study. Allen’s never been a burner, but he’s carved out a stellar career with elite route running, savvy, and the ability to use his frame to create separation. That’s the blueprint - but Coleman isn’t there yet.
“To this point, he has not played to his size,” Beane said. “It’s not all about speed.
It’s about separation, route craft, instincts, and not giving away what you’re about to do. That’s where he has to grow.”
There’s also the question of where Coleman fits in the offense. With Khalil Shakir and Dalton Kincaid already occupying most of the slot reps, finding snaps for Coleman - especially if he’s not winning consistently on the outside - becomes a puzzle. Beane acknowledged that getting Coleman more work inside could help unlock his potential, but it’s not as simple as flipping a switch.
“Can I 100% tell you that he’s going to get it figured out? No,” Beane admitted.
“If we get the off-field stuff figured out, I think there is a good chance. But if that stuff stays in the way, then yeah, I screwed it up.”
That’s real talk from a GM who knows the clock is ticking. Coleman’s contract isn’t a backbreaker, but roster spots are precious, and the Bills will be looking to revamp their receiving corps this offseason. If a team came calling with a late-round pick, it’s not out of the question that Beane would consider cutting bait.
Still, Brady remains all-in.
“I’m the offensive coordinator. Every decision that we make, I’m standing on the table for,” he said.
“That’s an accountability that I’m always going to talk through and I still have all that belief in Keon. His best days are ahead of him.”
Brady’s confidence is rooted in what he saw during the draft process - the traits that made Coleman such an intriguing prospect in the first place. The size.
The catch radius. The flashes of dominance in contested catch situations.
But those flashes have to become consistent production, and that starts with maturity, preparation, and doing the little things right.
“It was a learning year for Keon,” Brady said of the 2025 season. “We had to put the team first in a lot of elements. But I have no doubt that he’s going to be successful on the field - as long as he’s handling what he needs to do off the field.”
Even Josh Allen, who seemed to distance himself from Coleman during the season, offered a vote of confidence.
“I’m not going to give up on zero,” Allen said. “He’s got too much ability and I will not give up on him. We’re gonna work tirelessly, him and me, and so will everybody else in this building.”
That’s the kind of support Coleman needs - but it’s also the kind of support that comes with expectations. The leash might be longer under Brady, but it’s not infinite. If Coleman doesn’t take a step forward in training camp, if the off-field issues persist, if the separation still isn’t there - the Bills could very well move on.
But for now, Brady’s betting on talent. He’s betting on growth. And more than anything, he’s betting on himself - that with the right coaching, Keon Coleman can still become the player Buffalo hoped he’d be.
Now it’s up to Coleman to prove him right.