Keon Coleman’s Quiet Stretch Continues, but the Bills Still Believe in His Potential
It’s been a bumpy ride for Keon Coleman in his rookie campaign with the Buffalo Bills. After a promising start to the season, the big-bodied receiver has hit a rough patch - and it’s stretching into crucial territory as the Bills push toward the postseason.
In Buffalo’s 35-31 win over the New England Patriots, Coleman was held without a catch. That marks the third straight game where he’s failed to eclipse even 16 receiving yards. For a player many pegged as a rising star and a potential go-to target for Josh Allen, that’s not the kind of stat line you want heading into the business end of the season.
Head coach Sean McDermott addressed the receiver group’s struggles after the game, and while he didn’t single out Coleman, the message was clear - they need more from their pass catchers, and they know it.
“Overall, the wide receivers, I would say, all in the same boat a little bit, wanting to get them more involved, wanting to get them going a little bit more than we've been able to,” McDermott said. “Having said that, again, it's important that the ball goes where the open player is.”
Translation: the scheme isn’t designed to force-feed any one guy, but the opportunities have been there - and the execution hasn’t always followed. McDermott added that the group had chances against New England, “some taken advantage of, some we want back.” He also made it clear that Coleman is putting in the work, even if the box score doesn’t reflect it right now.
A Quiet Season After a Loud Debut
Coleman’s rookie year started with a bang - 112 yards in Week 1 against the Ravens had fans buzzing about what he could become in this offense. Since then, though, it’s been a steady decline in production.
He hasn’t topped 50 yards in a game since the opener. In fact, he’s had six games with 20 yards or fewer, and five more under 46.
That’s not the kind of consistency you want from a player who was drafted to be a difference-maker on the outside.
Of course, some of that has to do with Buffalo’s offensive identity. This is a team that leans heavily on the run game, with James Cook emerging as a focal point. The passing game has taken a backseat at times, and even the team’s leading receiver, Khalil Shakir, has just 650 yards through 14 games.
Still, when you’re a high draft pick with a 6-foot-4 frame and a highlight reel from college that looks like a mixtape, expectations are going to follow you - fair or not.
The Time Is Now
With the playoffs looming, the Bills need more from their passing game, plain and simple. Defenses are starting to key in on the run, and as the stakes get higher, Allen is going to need his receivers to step up and make plays. That includes Coleman.
There’s still time for the rookie to flip the narrative. The talent is there - that Week 1 performance wasn’t a fluke.
He’s shown flashes of what he can do when given the chance. Now it’s about finding consistency, building trust with Allen, and making the most of every rep.
It’s been a tough stretch for Coleman, no doubt. But the season isn’t over. And if he can deliver when it matters most, all the early struggles will become just part of the story - not the headline.