Jets offensive coordinator Frank Reich provided some key insight into what we should expect from New York’s offense this upcoming season, and I thought he had some really good things to say. Frank Reich was asked about personnel usage as it pertains to the wide receiver room, and had this to say:

“Because of how talented that group is, we don’t have 11 starters on offense, we got like 15. Breece is the bell cow, Garrett is the bell cow.”

That right there tells you everything you need to know about the direction of this Jets offense. Reich is putting his foot down, making it clear that running back Breece Hall and wide receiver Garrett Wilson are going to be the two guys with the most touches, as they should be.

Still, don’t sleep on the other guys the Jets have added. 

A stronger receiver room behind Wilson

Now, the Jets’ wide receiver room outside of Wilson has AD Mitchell, Omar Cooper Jr., Isaiah Williams, Tim Patrick, and Arian Smith. I would expect all 6 of those guys (including Wilson) to be on the roster. Reich makes it sound like we should see action from most of them throughout the year. That also doesn’t include targets going to a potentially strong tight end room with Mason Taylor and Kenyon Sadiq.

Garrett Wilson also talked about this Jets offense yesterday and had some really good things to say. Wilson said:

“If I had to choose to be stationary, I would say just probably the slot, just because you can eat there. If it’s man coverage, you get a lot of space. I truly like this year I’m getting back to playing outside, which all of a sudden the routes you do catch are a little more contested. So there’s aspects to it. I like being able to do a little bit of everything, and playing outside for me this year has been something I ain’t done in a while and I missed it.”

Wilson is such a versatile player who can do so many things that you have to move him around the formation. He feels like he got stuck in the slot a lot over the past couple of years and wants to move outside more, which he should. 

It looks like Reich is doing exactly that, which makes me feel so much better about this Jets offense. An offense that has struggled in recent years to use playmakers properly.

The buy-in is already strong

Garrett Wilson also gave a message of hope for the Frank Reich Jets offense:

“This is one of the offenses I’m going to look back on in a few years and love the most. I’m excited to go and bring all his thoughts and dreams to life.”

This is really important. Wilson has dealt with a ton of quarterback and offensive coordinator turnover in his time with the Jets. To be frank, he will likely deal with it again next year in some form.

The key is his level of excitement going into this season. I know he’s had it before with other guys, but this just sounds different. I especially like hearing this from Wilson, who knows what a good offense consists of.

The numbers back up the bell cow usage

Now, for what it’s worth, the bell cow usage isn’t really changing too much with Wilson. He only played in 7 games last year. He was on pace to have 143 targets on the season, which would have put him 7th in the league. In 2024, when he played all 17 games with Aaron Rodgers and company, he was tied for 4th in the league with 154 targets. 

That was even after New York brought in Davante Adams, who took a bulk of those away. 

There realistically could be a path this year where a healthy Wilson leads the league in targets in 2027.

As far as Hall is concerned, it’s a different story. I love that Reich is calling him a bell cow, because Hall was tied for 11th last year in carries and 18th in 2024. 

There’s no way a guy as talented as Breece Hall shouldn’t be top 10 in the league in carries every single year. The run game takes so much pressure off the quarterback and perimeter players. It would almost be a disservice for Frank Reich not to lean on Hall. 

Look, the Jets need a good balance of run and pass. Frank Reich knows that. They need a good balance of personnel, which he clearly knows as well and is stating outright. 

But keeping the same fundamental principle of using Garrett Wilson and Breece Hall the most should take this Jets offense to a new level in 2026. The talent they’ve added around those players can and will open things up for the two stars if Frank Reich can seize the opportunity.