Bills need to develop Keon Coleman like another team did with one of the NFL's best receivers
When Josh Allen throws only one touchdown pass over a two game span, it's time to sound all the alarms. That's the current state of the Buffalo Bills passing attack, and it desperately needs to improve.On Sunday, Allen was without his top target Khalil Shakir. It was a golden opportunity for offensive coordinator Joe Brady […]
When Josh Allen throws only one touchdown pass over a two game span, it's time to sound all the alarms. That's the current state of the Buffalo Bills passing attack, and it desperately needs to improve.
On Sunday, Allen was without his top target Khalil Shakir. It was a golden opportunity for offensive coordinator Joe Brady to get rookie wide receiver Keon Coleman more involved in the passing attack, and to utilize Curtis Samuel's speed and separation ability.
Coleman was able to take one catch for a long touchdown, which was wonderful to see, but aside from that one catch (his only one of the game), he was a non-factor. The passing attack was stagnant and stale, the pre-snap motion that Bills fans came to love over the first three weeks was all but gone, and Coleman was basically out there just getting some cardio work in.
These were Coleman's five targets. It's boring and bland. The small diagonal line from the left side of the formation was the only slant Coleman ran the whole game, but he and Allen weren't on the same page. Coleman thought he was run blocking, and Allen hit him in the side of the head with a pass. The rest of the game was low-percentage vertical routes.
We know that Coleman has route running and separation limitations. That's fine. It's not his game. We also know that Coleman is a big man at 6'3" 215 lbs, with strength and speed after the catch. He was used as a punt returner in college. You don't put someone back there to do that job if they aren't good when they have the ball.
The path to success for Keon Coleman should resemble the development that we've seen from a current two-time Pro Bowl wide receiver with size and speed —D.K. Metcalf.
Do you remember why Metcalf slid in the draft? The 6'4" 235 lbs wide receiver out of Ole Miss was used exclusively as a boundary wide receiver that ran deep routes opposite AJ Brown (what a lethal duo that was, man). At the scouting combine, Metcalf got torched online for having a slow three-cone drill time, which emphasized his struggles with lateral agility. In the above clip, notice where Metcalf lines up. It's not out wide.
Let's compare their college stats.
- Metcalf's best season: 39 receptions, 646 receiving yards, 7 touchdowns.
- Coleman's best season: 50 receptions, 658 yards, 11 touchdowns
I'll give a nod to Coleman's sophomore year, which saw him log 58 receptions, 798 yards, and 7 touchdowns as well.
The two prospects were very similar. Size/speed combo guys that can jump out of the building and won in college by simply being more athletic than their competition. But what Seattle did with Metcalf and his development was genius, and it's exactly what the Bills should be doing with Coleman.
When Metcalf arrived in the league, Seattle began using him on vertical routes. From there, they developed and expanded his route tree by incorporating slants and other routes where Metcalf could win easily.
Over the next few seasons, Metcalf continued to work and develop his route tree, but Seattle's offense continued to put him in situations where he could win. Not every wide receiver needs to be a route running savant like Justin Jefferson to be successful. Metcalf has become a master of the slant route, something that would hugely benefit Coleman in his development. For receivers as big as they are, getting inside leverage to box out defenders becomes an easy win, especially when you have a quarterback like Allen that can put the ball directly in your chest.
The way for Coleman to progress is to use him in a variety of ways where his size and speed can win for him. You know what else would work? Giving him route concepts where he is able to have a free release and run horizontally instead of vertically.
What kills me is we've seen incredible flashes. Over the last three weeks, Coleman has two touchdown catches, one on a 24-yard deep over, and one on a 49-yard catch and run. It's there. It just needs more usage.
This is on Brady. I genuinely believe that Coleman's ceiling could rival Metcalf's if he is developed correctly. Please, for the love of all that is good, stop using Coleman only on nine routes with back shoulder throws. Throw in some deep overs, some mesh concepts, some slants — options where he can make himself a friendly target instead of just as a jump ball specialist. This needs to change, or Coleman's career will never reach its full potential.
Follow along all season for all the latest Buffalo Bills news. You can also find me on X @JonHelmkamp.
