Buffalo Bills wide receiver Keon Coleman endured a mostly disappointing rookie season after being selected in the second round of the 2024 NFL draft. Now the 6-foot-3 playmaker is facing a crucial campaign as he tries to emerge as a key target for MVP quarterback Josh Allen.
Bills legend Stevie Johnson, a fan favorite across six years in Buffalo starting in 2008, recently dropped some words of wisdom for Coleman, who played both football and basketball early in his college career at Michigan State.
“He’s gotta think back to when he’s playing basketball,” Johnson said on the Buffalo End Zone podcast. “You know, are you going 100 miles per hour the whole time of the court? No, you’re not. You pace it. You’re slowing it down. You’re figuring out what’s making the defender move a certain way and that helps you understand how to get by a person to create that separation.”
Coleman’s inability to create separation was his biggest issue as a rookie. Finding a way to do that without the benefit of blazing speed is critical to him building a successful NFL career.
Bills’ Keon Coleman Gets Advice From Stevie Johnson
Looking Back at Johnson’s Tenure in Buffalo
Johnson can provide unique perspective for Coleman because he also didn’t have elite speed. Instead, he worked tirelessly to establish himself among the league’s best route-runners. It allowed him to become one of the few receivers to generate consistent success against Hall of Fame cornerback Darrelle Revis, who played for the rival New York Jets for most of Johnson’s time with the Bills.
Stevie Johnson:
The only Kryptonite to Darrelle Revis. pic.twitter.com/TxzOVakoU3
— PlayerProfiler NOW+ (@Profiler_Now) February 21, 2023
The 2008 seventh-round selection ended up tallying 301 catches for 3,832 yards and 28 touchdowns across 76 appearances for Buffalo. He posted three consecutive 1,000-yard seasons beginning in 2010, a stretch that included 23 TDs in 48 games.
Johnson compiled those numbers despite not having a quarterback of Allen’s caliber at his disposal. Journeyman extraordinaire Ryan Fitzpatrick guided the Bills offense during the wideout’s peak seasons. That makes his production as a late-round pick even more impressive.
Further Comments From Johnson on Coleman
The former Bills standout explained Coleman getting away from the idea he’s going to run past opposing defensive backs would help him find his NFL footing.
“Controlling your space helps delusion basically,” Johnson said on Buffalo End Zone. “It’s either delusion or illusion. You know, it makes the other guy delusional because like, ‘How is this guy doing this? He’s running slow but he’s getting past me.’ But it’s all an illusion because it can look like I’m fast, but I’m really not. I’m just creating space because I’m benefiting off of your movement.”
It’s an important distinction for Coleman. Some of the expectations placed on him as a rookie were a bit over the top. His physical skill set is limited, especially on the speed side of things. In turn, the idea he could quickly become a No. 1 receiver was never realistic.
Keon Coleman has reportedly been “routing up” Bills DB’s like he’s never done before.
Coleman reportedly “burnt” Max Hairston (Bills rookie CB) multiple times in today’s practice.
For reference, Max Hairston ran a 4.28 40-yard dash (which makes him one of the fastest CB’s… pic.twitter.com/WiENRfYwzw
— NFL Rookie Watch (@NFLRookieWatxh) June 3, 2025
Instead, it’s going to take some time for the 22-year-old Louisiana native to acclimate himself in the NFL. The advice from Johnson is sage. The receiver’s path toward stardom begins with improving as a route-runner, and then using that as his main form of creating the necessary separation.
What to Expect From Coleman in Year 2
The Bills’ wide receiver depth chart is crowded. Coleman, Khalil Shakir and Curtis Samuel return from last year’s group. The front office also made multiple additions in the form of three free-agent signings (Joshua Palmer, Elijah Moore and Laviska Shenault Jr.) and a draft pick (Kaden Prather).
Coleman isn’t in danger of losing his roster spot, of course. He’ll need a strong training camp and preseason to earn a starting role and a healthy snap share, though. The competition for targets will be fierce, particularly when also factoring in the tight end duo of Dalton Kincaid and Dawson Knox.
Buffalo’s use of an “everybody eats” mentality has been effective but it can cause players to get lost in the shuffle. Coleman could fall into that void if he doesn’t make a leap in his second season. There won’t be a ton of patience given the talent around him and the team’s win-now approach.
“You wanna know exactly what I see? Man that shit trash. You gotta be better.”
-Keon Coleman on ‘self reflecting’ and watching the tape back on things he needs to improve on.#BillsMafia @BuffaloPlus pic.twitter.com/QpR4tU5Pos
— Dan Fetes (@danfetes) June 11, 2025
That’s why it’s important for Coleman to heed Johnson’s advice. His mindset must move away from winning over the top and relying on low-percentage contested catches. He’s going to fall down the passing game’s pecking order fast if his route-running doesn’t improve.
As a result, it’s difficult to project how the receiver’s second NFL season will play out. Does he take concrete steps toward living up to his pre-draft hype? Or does he remain a player who simply can’t get open regularly in the NFL? It’s impossible to take a definitive stance. At least for now.
Coleman’s performance in camp will say a lot about whether he’s going to follow Johnson’s path toward success or if he’ll trend toward the bust label in 2025.
Main Image: Mark J. Rebilas – Imagn Images
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