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Second-year rookie shocks NFL, declares readiness to take over Buffalo Bills’ ‘X’ WR spot!

Posted on June 3, 2025 - 3:49 pm by

He’s funny, and he’s a character. Now in his second season, it’s time to take over and become the X receiver Buffalo desperately needs.

As the Buffalo Bills prepare for the 2025 NFL season, everyone’s watching second-year wide receiver Keon Coleman, whose impressive showing at the team’s OTAs has sparked some excitement among Bills Mafia and coaches alike.

Buffalo Bills WR Keon Coleman turns heads with ripped physique at OTAs

Selected as the first pick in Round 2 of the 2024 NFL Draft, Coleman’s rookie season was a mixed bag featuring flashes of brilliance, injury setbacks, and a learning curve typical of a young player transitioning to the NFL. However, recent developments — including praise from head coach Sean McDermott, a noticeably improved physique, and improved on-field explosiveness — suggest that Coleman is primed for a breakout sophomore campaign.

Add in Mack Hollins’ departure having opened up opportunities, and there are plenty of reasons to believe Coleman will take a significant leap in 2025. Let’s take a look at what may be in store for Coleman this season, and why it should excite you.

A strong foundation from a promising rookie season

Keon Coleman entered the NFL with high expectations after the Bills traded away star receiver Stefon Diggs during the 2024 offseason. As a 6’4”, 215-pound wideout from Florida State, Coleman brought a sought-after combination of size, athleticism, and play-making ability to Buffalo’s offense. His rookie season showed glimpses of elite potential, particularly in the first eight games, where he recorded 21 receptions for 396 yards and three touchdowns — which putting him on pace for a respectable 44 catches, 841 yards, and six scores over a full season.

Coleman’s 19.2 yards per catch average highlighted his ability to “go up and get it,” stretching the field and making big plays. That, as we know, is a critical asset for quarterback Josh Allen, who thrives on buying time and targeting receivers downfield.

Photo by Bryan M. Bennett/Getty Images

However, a wrist injury in Week 9 sidelined Coleman four games, killing any momentum he’d built up. When he was healthy to return, Coleman struggled to regain his early season form, finishing the year with a total of 29 receptions for 556 yards and four touchdowns.

During an appearance on the “7PM in Brooklyn” podcast, Coleman discussed the challenges of regaining his earlier role in the offense, noting that the Bills found ways to win without him during his absence, which led to a diminished role upon his return. This experience, while humbling, provided valuable lessons about the NFL’s demand for resilience and adaptability — qualities Coleman appears to be embracing as he prepares for his second year.

Keon Coleman’s physical transformation and OTA impressions

One of the most encouraging signs for Coleman’s sophomore season is his physical transformation. At OTAs, observers have noted that Coleman appears noticeably bigger, with reports suggesting he added at least 10 pounds of muscle to his already imposing frame.

This added bulk improves his ability to dominate in contested-catch situations and strengthens his ability in the role of “X” receiver, where physicality is essential. Head coach Sean McDermott singled out Coleman’s offseason work, stating, “When he came back, he was in really good shape. You could tell he had been working drill-wise, weight room-wise, so real proud of what he’s done to this point.”

Beyond his increased size, Coleman has shown improvement in his explosiveness. Reporters at OTAs note sharper cuts and faster breaks when running routes, indicating improved agility and route-running precision. These improvements are critical for a player like Coleman, who faced questions about his speed coming out of the draft.

While his 4.61-second 40-yard dash at the NFL Scouting Combine raised some eyebrows, Bills general manager Brandon Beane emphasized that Coleman’s play speed, closer to 4.5 seconds based on GPS data, is more indicative of his on-field burst. If he can get off the line of scrimmage quicker and create more separation from defenders, it will make him a more reliable target for Allen, especially in a passing game that demands versatility.

Filling the void left by Mack Hollins

When Mack Hollins signed with the New England Patriots in free agency it opened up a significant opportunity for Coleman. Hollins, a quick fan favorite known for his toughness and down-to-Earth demeanor, became a key contributor for Buffalo’s offense in 2024. Hollins not only led the team in touchdown catches but he was also a player willing to do the dirty work blocking in the run game and also running routes to set others free. His role as a physical receiver was integral to the Bills’ “everybody eats” offensive philosophy.

Lucas Boland-Imagn Images

With Hollins now gone, Coleman should have every opportunity to step into this role, leveraging his size and physicality to excel in every aspect of what makes this offense successful. This expanded role will keep Coleman on the field in a variety of personnel packages, increasing his opportunities to make an impact as both a receiver and a blocker.

Learning from adversity

Coleman’s struggles post-injury in 2024 provide a silver lining for his development. His podcast comments reveal a mature perspective on his diminished role, acknowledging that the team’s success was more important than individual accolades. This experience likely taught him the importance of preparation and mental toughness, qualities that will serve him well in his second year.

Brandon Beane expressed confidence in Coleman’s growth, noting that: “Playing receiver is hard… so I’m not sitting here today concerned about where Keon Coleman’s at.” Beane’s remarks showed the organization’s belief in Coleman’s ability to overcome the challenges and develop into an important piece of the offense.

Photo by Todd Rosenberg/Getty Images

Moreover, Coleman’s youth — he was just 21 during his rookie season — gives us hope he possesses significant room for growth. Beane humorously remarked, “I didn’t have it all together at 21.” Coleman’s dedication to improving his physical conditioning and route-running technique during the offseason demonstrates a commitment to addressing his weaknesses, a trait that bodes well for his long-term success.

Why Bills Mafia Should Be Excited

For Bills Mafia, Coleman’s potential breakout is a reason to be optimistic about the 2025 season. His fun personality, showcased in moments like his humorous comments about Buffalo’s “brick” weather on the NFLPA report card, has already made him an easy-to-root-for player to the fans. His upcoming appearance on HBO’s Hard Knocks should elevate his profile even more, giving Bills Mafia a chance to see his charisma on a national stage.

On the field is what really matters, though. There, Coleman’s development in his second season aligns perfectly with Buffalo’s Super Bowl aspirations. With Josh Allen coming off an MVP season and the receiving corps featuring reliable targets like Khalil Shakir, Curtis Samuel, and newcomers Josh Palmer and Elijah Moore, Coleman doesn’t need to be the focal point of the passing game.

Instead, he can thrive as a complementary piece who scares defenses with his contested-catch ability and physical presence. His improved explosiveness and blocking prowess will make him a versatile weapon in offensive coordinator Joe Brady’s scheme, which led the NFL in points scored in 2024.

Photo by Jane Gershovich/Getty Images

Additionally, Coleman’s chemistry with Allen is a promising factor. Allen has praised Coleman’s desire to improve, noting that the young receiver sent him “a couple of long texts about wanting to be better.” This relationship could set the stage for Coleman to become a go-to target in critical moments, especially in the red zone — where his size and athleticism can make it difficult even for the tallest and most physical cornerbacks in the league. (Right, Tariq Woolen?)

Final thoughts

Keon Coleman’s rookie season had its ups and downs, but the signs are promising that he’s poised for a breakout in 2025. His physical transformation, improved explosiveness, and sharpened route-running skills have shown he’s been willing to put up the work during the offseason, which isn’t always the case with young players. The departure of Mack Hollins opens the door for Coleman to add to his previous role, both as a receiver and a blocker, while his ability to learn from last season’s adversity showcases his mental growth.

For Bills Mafia, Coleman’s combination of talent, personality, and potential makes him a player to rally behind as Buffalo chases the Super Bowl. With Josh Allen under center and the support from the coaching staff to help with his development, Coleman seems ready to prove he belongs as the team’s starting “X” receiver going forward.

Catch up on all this and more with the latest edition of Leading the Charge