Buffalo Bills receiver Keon Coleman, in his rookie season, didn't hit the heights many had envisioned for him, as injury and poor form meant he didn't set the league alight.
But after a big offseason, Keon was ready to hit the ground running in Year 2, and through five weeks, he has been consistent enough, posting 226 yards and two touchdowns from his 21 receptions.
After Week 1, when he posted 112 yards, Keon hasn't surpassed 45 yards in a game, and in Week 5 against the New England Patriots, he had just four catches for 23 yards and a touchdown, but a crucial fumble meant it was a mixed bag for Coleman.
But after five weeks, where is Keon supposed to be in terms of his production on the field, given his high draft status?
“Keon has high expectations for himself, all we ask Keon is to do whatever we're asking him to do on that particular play,” offensive coordinator Joe Brady said. “It might not be every single game he's going to be kept getting 12 targets and have 150 yards, that might not be how our offense is rolling. But if he's where he needs to be and Josh trusts him to be where he's going to be, good things are going to happen.
“I don't put into like, oh, hey, we're five games in now, and he has to be at this point or else it's not a success. Just keep working. It's a long season. We all just got to continue to find ways to get better.”
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Can Coleman become "the" guy for Josh Allen?
Well, that would be the hope, given Coleman was a high draft pick (top of the second round), and yes, it has been a bumpy ride, but the talent is there; it is just about consistency.
Having had only four or more targets twice this season, the opportunities aren't coming too often, and perhaps that is part of the "everybody eats" mantra Brady has instilled, so no one player is getting all the production.
Another part could be the run game with James Cook, as when that gets rolling, Buffalo doesn't pass the ball a lot, which hinders Keon's ability to do good things in the passing game. However, he is a more than willing blocker.
In truth, it could just be that Coleman, who is only 18 games into his NFL career, is still finding his feet and in this type of offense where anyone and everyone gets their lick of the ice cream, he might just have to "keep working" as Brady says, and when chances come his way, make the most of them.
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