The Buffalo Bills still believe in Keon Coleman, but belief alone doesn’t win games. The young wide receiver hasn’t exactly met the hype that surrounded him when the Bills’ head coach Sean McDermott drafted him in 2024. Coleman has shown flashes of potential this season, but consistency remains the missing piece. As such, a Bills legend just stepped in to guide the 22-year-old receiver with some words of wisdom.

Andre Reed, one of the Bills’ greatest receivers, just posted an emotional Instagram reel that instantly grabbed attention. The clip, shared in collaboration with Buffalo Fambase, showed Reed embracing Keon Coleman and Bills’ offensive lineman Dion Dawkins before the Bills’ Week 10 game against the Miami Dolphins.

In the caption of the Instagram reel, Andre Reed wrote:

“SIP. Stay in process. My nephews @keoncoleman3 @jerzystar … learn. edit. Move. short term memory. comeback. Everyone will have an opinion. But your numbers won’t lie. #lockin #billsmafia #studentsofthegame.”

The message from the Bills’ legend was simple yet powerful – focus, learn, and move forward. Reed reminded Keon Coleman that everyone will have something to say, but performance speaks louder than talk. Isn’t that exactly the kind of perspective a young receiver under fire needs right now?

The 61-year-old Hall of Famer has been in Keon Coleman’s corner since day one. After Coleman got drafted, Reed had even surprised him for his birthday at the Rookie Premiere. The Bills’ legend had welcomed the young WR to the Bills Mafia. As such, Reed’s words carried extra weight now, given Coleman’s current situation. 

The 22-year-old wideout has been under the microscope after a string of quiet performances this season. In Week 8, he caught 3 of 4 targets for 30 yards in Buffalo’s 40-9 win over the Carolina Panthers. But it was not enough to silence critics. Through nine games this season, Keon Coleman has 32 receptions for 330 yards and 3 touchdowns. Not terrible, but not great for the Bills’ top receiver in snaps.

So, the Bills Mafia have been wondering: Is Coleman really the WR1 the Bills hoped for?

As questions about his future in the team have intensified, Buffalo’s leadership has sent a clear message that his role from play to play may change. And Sean McDermott’s recent public criticism of the rookie’s output added to the pressure, making Reed’s words of encouragement all the more meaningful. 

Sean McDermott criticizes Keon Coleman for a lack of production

Recently, when asked about Keon Coleman’s performance this season, Sean McDermott did not hold back in criticizing the young wide receiver.

“He knows if I’m not satisfied. It’s fair that you’re asking about,” McDermott said. “I can promise you it gets addressed when it isn’t [satisfactory], or where it needs to be. It’s been addressed … at times it’s been good and other times it can improve.”

That’s a polite way of saying: step it up. But Keon Coleman’s journey in the NFL hasn’t been smooth. As a rookie in 2024, he showed promise before injuries slowed him down. He finished the season with 29 receptions for 556 yards and 4 touchdowns. And this season, he was even benched by Sean McDermott for the first offensive drive against the New England Patriots. It raised questions about his effort.

Last Sunday against Miami, Keon Coleman caught a 35-yard touchdown. Apart from that, though, it was a lackluster performance from the WR in the 30–13 loss. But the entire wide receiver corps also struggled to create separation, leaving quarterback Josh Allen under pressure. So, all the blame for the Bills’ fall from Super Bowl favorites cannot really fall on one young receiver.

Nevertheless, Andre Reed’s advice seems to hit home for the WR at the perfect time. The Bills’ offense is desperate for consistency, and Reed knows that the right mindset can turn frustration into fuel. If Coleman listens, maybe the next reel we see will be one celebrating his comeback – not his criticism.