Buffalo Bills rookie wide receiver Keon Coleman was active but largely invisible during the first half of Sunday’s Week 8 matchup against the Carolina Panthers. Despite Buffalo holding a 19-3 lead at halftime, Coleman failed to record a single reception and was targeted just once. The lack of involvement raises questions about his role in the offense as the Bills look to avoid a third consecutive loss.
Coleman’s quiet outing follows a similarly underwhelming performance before the bye week, where he posted just three catches for 11 yards against the Atlanta Falcons. With the passing game struggling and Josh Allen completing only six of 13 passes for 66 yards, Buffalo’s offense leaned heavily on the ground game led by James Cook.
Keon Coleman was active in Week 8 for the Buffalo Bills against the Carolina Panthers on October 26, 2025, at Bank of America Stadium in Charlotte. Despite being on the field, Coleman had zero receptions and one target in the first half. The Bills’ passing game sputtered, forcing the team to rely on a dominant rushing attack. The lack of production from Coleman continues a trend of limited impact since Week 2.
Player and Team Performance
Buffalo entered the game with urgency, aiming to snap a two-game losing streak. The offense, however, remained inconsistent. While James Cook exploded for 153 rushing yards on 12 carries—including a 64-yard touchdown run—Josh Allen struggled to find rhythm through the air.
Coleman, who was expected to be a key contributor, was barely involved. His lone target came on a broken play in the second quarter. Other receivers fared slightly better: Khalil Shakir had three catches for 25 yards, and Dalton Kincaid added one reception for 23 yards.
Quotes and Analyst Reactions
Offensive coordinator Joe Brady addressed the team’s passing woes postgame:
“We’ve got to get our playmakers involved early. Keon’s a big part of our future, and we’ll keep working to get him going.”
NFL analyst Nate Tice tweeted during the game:
“Keon Coleman’s usage is puzzling. He’s got size, speed, and separation ability. Bills need to scheme him open.”
Head coach Sean McDermott emphasized the importance of balance:
“We’re happy with the lead, but we know we need to be better in the passing game. That starts with execution and trust.”
Team Outlook and Coleman’s Role
Coleman’s lack of production is concerning for a Bills offense that has struggled to find consistency. Since Week 2, he hasn’t surpassed 45 receiving yards in a game and has only two red-zone targets in his last five outings.
Buffalo’s reliance on the run game may be masking deeper issues in the passing scheme. If Coleman continues to be underutilized, it could limit the team’s offensive ceiling, especially against stronger defenses.
With the Patriots surging in the AFC East, Buffalo must find ways to maximize its weapons. Coleman’s development is critical to that equation.
What’s Next: Upcoming Matchups and Adjustments
The Bills return home in Week 9 to face the Dallas Cowboys, a team with a top-five pass defense. Coleman’s role will be under scrutiny, and Brady may need to adjust formations and route combinations to get the rookie more involved.
Buffalo’s playoff hopes hinge on offensive balance. If Coleman can’t break through soon, the team may look to veteran options or trade targets before the deadline.
