The Buffalo Bills have an obvious player that could not only appear on NFL.com’s list of those heading into a “make-or-break” season in 2026, but lead it.
In fact, that Bills player himself said the exact same words.
Just last week, wide receiver Keon Coleman stated, “for me, it’s make or break” when referencing next year. And he is the one leading the way.
NFL.com named 11 players entering such a season in 2026 and Coleman made the top of the list.
NFL.com’s breakdown on Coleman can be found below:
Coleman said it best himself on Tuesday: “For me, it’s make or break.”
He’s right about that. The No. 33 overall pick of the 2024 NFL Draft has yet to break 1,000 career receiving yards, hasn’t risen to WR1 (or even WR2) status in Buffalo and fell entirely out of the game plan via multiple healthy scratches in the 2025 season, a campaign in which the Bills desperately needed more production from their receiving corps. Things got worse in January, when Bills owner Terry Pegula seemed to blame fired coach Sean McDermott for Buffalo’s decision to draft Coleman, as if the owner had already chalked up the second-round pick’s tenure as a failure.
Bills leadership quickly pivoted into damage control, pledging faith and confidence in Coleman’s potential for 2026 while praising his work ethic. Coleman heard the chatter, too, acknowledging it Tuesday.
“I ain’t scared of s—,” Coleman said. “I know what they saying, I hear it. I just don’t care, you know what I’m saying?
“My job is to come out here, put my cleats on and strap them up and prove my work ethic.”
He’ll need to lean on that work ethic and hope it produces better results, because 67 catches, 960 yards and eight touchdowns in 26 regular-season games simply doesn’t cut it. He needs to take a step or two forward in the pivotal third year of his career. Buffalo is a franchise that has harbored Super Bowl ambitions for the last half decade and doesn’t have time to be patient while attempting to keep its title window open. If Coleman is going to come anywhere close to meeting the expectations that accompanied his selection atop Round 2, he’ll need to do it in 2026 or else face the possibility of moving elsewhere in 2027.
Coleman was put in an uneasy position this offseason by Bills owner Terry Pegula with comments made following the firing of head coach Sean McDermott. Since then, Coleman has had the constant backing of general manager Brandon Beane and new head coach Joe Brady.
Even so, Coleman does need to show more worth in the NFL this coming season or the team might begin looking in another direction.
Bills Wire will continue to provide updates throughout the 2026 offseason.
