Commitment. In Buffalo, it’s not a half-measure. And right now, all eyes are on second-year wideout Keon Coleman—the 6’4″, 215-pound enigma who turned 2024 into a rollercoaster of ‘almost.’ Rookie stats? 29 catches, 556 yards, and 4 TDs. Translation: “Solid for a sidekick, shaky for a WR1.” But in Josh Allen’s Buffalo, potential is a verb, not a noun.

“We want him to be here, and we want him to know that. And we’re not hedging our bet—we believe in him,” Buffalo Bills GM Brandon Beane said, doubling down on the organization’s faith in its young receiver. “If we’re going to commit, let’s both commit here for a considerable time. And so, we’re excited that they are all four-year extensions.” Definitely. But what are the expectations and challenges for the MVP and the rookie?

The Josh Allen effect: When MVPs throw trust falls

Coleman’s rookie year played out like a Breaking Bad episode—equal parts thrilling and chaotic. A Week 3 benching for tardiness? “Welcome to the NFL, kid.” A wrist injury derailing momentum? “Classic Bills’ luck.” But here’s the twist: Buffalo’s culture doesn’t do pity parties. When Sean McDermott told reporters Coleman’s season was “up and down… then rather rocky,” it wasn’t a roast—it was a roadmap. Think The Wire’s Stringer Bell: “You want it to be one way… but it’s the other way.” For Coleman, Year 2 is about rewriting the script.

When asked about the coaching staff’s bluntness regarding Coleman’s season, a reporter pressed Beane: “Matt, if you’ve had some interactions with him since the season ended, and maybe since those comments have come out, how have you seen him respond to those?” Beane didn’t hesitate. “Yeah, I mean, and listen, Jay, even with those comments, it’s more just—it’s two-sided. One, there were a lot of positives in our comments. Like, it was really just—if an injury happens, being able to bounce back from that probably a little bit better was the number one thing. Keon did a lot of good things if you break it down,” he explained.

“But we had honest conversations postseason… He’s been training out in Texas a bunch, and I’ve seen videos and things like that. He’s communicated with some of our other staff when he’s planning to be back. And, you know, so we have all the confidence—and I’m not just saying that—we have a lot of confidence that Keon gets it,” Beane continued. Confidence. That’s the key. But in Buffalo, confidence is earned, not gifted.

Let’s not forget the QB in this drama. Josh Allen—fresh off a $330M extension and an MVP crown—isn’t just Buffalo’s arm; he’s its heartbeat. His 2024 line (3,731 pass yards, 28 TDs, 12 rush scores) reads like a Marvel superhero résumé. But even superheroes need sidekicks who show up on time.

“Josh wasn’t a polished piece when he came out, but he had a lot of the DNA, the athletic traits, the ‘want to,'” Beane explained when discussing the development process for young players. “If you take how he’s wired, this player—any player in that case, Josh—how he’s wired, and you take the god-given talent he has, you feel like with good coaching and time on task, that you can turn this player into something.”

Enter Coleman’s “prove it” summer. Training in Texas? Check. Sending “I’m locked in” vibes to Bills staff? Double-check. Beane’s playing the long game, betting on Coleman’s raw potential. It’s a gamble, sure—like betting on a Ted Lasso underdog—but Buffalo’s built for this. Remember Allen’s 98-yard TD bomb in 2022? Culture turns projects into legends.

McDermott’s tough love: Benching lessons & snowglobe moments

When McDermott benched Coleman for tardiness, it wasn’t petty—it was poetic. Buffalo’s ethos? “You wanna dance in our snowglobe? Learn the steps.” Coleman’s response? A 24-yard TD catch that same game. “Resilient? Kid’s got Wyoming ranch-hand grit,” Beane smirked, referencing Allen’s farm roots. Even Jordan Poyer’s brutal hit—a “Welcome to the AFC East” moment—couldn’t break him.

But let’s keep it a buck: 7 catches post-injury ain’t gonna cut it. McDermott’s message? “Stay urgent, or the league’ll eat you like a Garbage Plate.” Coleman’s retort? Silence. Just reps. Videos of him grinding routes in 90-degree Texas heat. Buffalo’s not asking for fireworks—just consistency. As Beane put it, “Culture grabs you by the neck.” Sometimes, it’s the nudge you need.

In a league obsessed with instant gratification, Buffalo’s playing chess. Coleman’s 19.2 yards per catch? That’s “Megatron Lite” territory. His 64-yard snag against the Tennessee Titans? Proof that he’s got sauce. But greatness here isn’t about highlights—it’s about surviving the grind.

Beane emphasized Coleman’s youth: “And again, I want to remind people, this young man was 21 years old. Like, I didn’t have it all together at 21. And so, I want us all to remember to be fair. Some guys are coming out, they’re 24, 25 now with the NIL. Like, this was a true three-years-out-of-high-school young man. Played basketball, played football—playing receiver is hard.”

And the expectations? Coach further added, “And so, I’m not sitting here today concerned about where Keon Coleman’s at, just to be clear. But he knows what’s expected of him, and I have no doubt that he’s training. And I’m excited, not only for him, but a lot of these other guys that just got through with their rookie season—to see what Year 2 will look like for him.”

So, as Beane sips Pappy Van Winkle (courtesy of Allen’s extension), he’s not sweating Coleman’s hiccups. “Kid’s 21,” he shrugs. “I was eating ramen at his age.” The plan? Let Allen’s leadership and McDermott’s tough love mold Coleman into the weapon Buffalo needs. Because in Orchard Park, culture isn’t a buzzword—it’s a survival tactic. And if Coleman buys in? Watch out, Kansas City Chiefs. The Bills’ redemption arc just got a new co-star.

“You want poetic?” Beane might say. “How ‘bout a farm kid and a basketball convert chasing rings in the snow?” Now that’s Buffalo’s kind of beauty.