Buffalo Bills wide receiver Keon Coleman calls his third NFL season "make or break" after a disappointing 2025 performance. Coleman, the 33rd pick in the 2024 draft, admitted his season was "ass" with only 404 receiving yards and was disciplined for being late to a meeting, resulting in a healthy scratch and inactivity for three games. 404 receiving yards marked a decline from his rookie season's 556 yards.

Owner Terry Pegula's offseason comments suggested coaching staff advocated for drafting Coleman, though the receiver dismissed the remarks. General manager Brandon Beane has expressed support, confirming the team shut down trade inquiries, while Coleman acknowledged past issues were "unacceptable" and vowed to maintain a professional approach under new leadership.

New head coach Joe Brady has praised Coleman's work ethic, while quarterback Josh Allen has "already seen a shift in his mindset" this offseason. Allen remains fully supportive, noting he wants Coleman "to be the best version of himself" as the young receiver enters a critical season with his NFL future potentially hanging in the balance.