The Buffalo Bills overhauled their coaching staff and receiver room this offseason. Newly appointed head coach Joe Brady is already drawing a line in the sand regarding one of the team’s most polarizing talents. Brady insists Keon Coleman isn’t going anywhere.
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Coleman endured a turbulent 2025 campaign that saw him benched as a healthy scratch multiple times. The former 2024 second-round pick has failed to eclipse 600 receiving yards in either of his first two seasons. In those two years, Coleman totaled 67 catches for 960 yards and 8 touchdowns.
Brady poured cold water on those trade rumors during this week’s NFL Annual Meeting in Phoenix. The head coach publicly backed the 22-year-old wideout and made it clear that Coleman is part of the blueprint. Brady stressed that as long as Coleman handles his off-field business, he will have every opportunity to succeed.
“The thing with Keon is from a football standpoint, man, his work ethic, his approach, how he’s going through it, if Keon just takes care of himself off the field and he just shows up, he’s going to be good to go,” Brady told reporters.
“I was the first to tell everybody I want Keon Coleman,” Brady added. “Keon’s not going to just be pushed aside. He’s going to continue to develop and Drew Terrell has a great plan of what we’re going to do to be able to get him to be the receiver that we ultimately drafted him to be.”
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Public support from the head coach is nice. It won’t automatically equal targets on Sundays. General manager Brandon Beane aggressively retooled the offense to help Josh Allen push for a Super Bowl. That overhaul was highlighted by a blockbuster offseason trade for veteran receiver DJ Moore.
Moore brings a proven track record and deep familiarity with Brady’s scheme from their days together in Carolina. His arrival pushes Coleman further down the pecking order. Coleman now finds himself fighting for snaps in an offense that demands precise route running and total accountability. In 2025, Coleman ranked 75th overall in PFSN’s NFL WR Impact Metrics with a C- grade.
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Brady can construct all the developmental plans he wants for his young receiver. Coleman must take ownership of his career and translate his immense physical tools into consistent NFL production.
The Bills have a championship window to maximize right now. If Coleman stumbles again in his third season, Buffalo will simply move on without him.
