The Bills have overlooked an obvious option in the passing game

The Buffalo Bills are among the NFL’s best teams, even in what may be considered a down season. That’s life with Josh Allen as the franchise quarterback. But it doesn’t always equate to smooth sailing in the parity-dominated NFL. Consider Allen’s season thus far, and how often the passing game feels disjointed and incomplete, at best.

Many believe a lot of the team’s passing struggles lie at the feet of Buffalo’s wide receivers. That’s led to more than a few people calling for general manager Brandon Beane to make a trade-deadline move that improves the on-field product.

Beane did just that in 2024, bringing wide receiver Amari Cooper aboard halfway through the season. Whatever a person feels about Cooper’s contributions (20 catches on 32 targets for 297 yards and two touchdowns), he did improve outcomes. When he wasn’t the focal point of Allen and the cameras, Cooper still demanded plenty of attention from an opposing defense.

The argument could be made for tight end Dalton Kincaid playing that role in full in 2025, but that’s only true when he’s on the field. Whether due to injury or mystifying scheme use, Kincaid just hasn’t been as significant a part of the offense as expected.

So what’s a talented, yet underperforming team to do? Is the move to sign a high-volume wide receiver from another team? Someone like Brian Thomas Jr., Chris Olave, Rashid Shaheed, or Jakobi Meyers? If so, it might be wise to temper statistical expectations (if they could even pull a trade off). Yes, Cooper’s 2024 season serves as a cautionary tale. But there’s more to it.

This all makes for a somewhat uncomfortable conversation about these Bills — those discussions centered around offensive coordinator Joe Brady and Josh Allen.

Is Joe Brady limiting James Cook’s effectiveness?

What if the real concern is about offensive scheme, specifically the way Brady chooses to involves pass catchers? If his is a shiftless paradigm, then the Bills are headed for groundhog day no matter who they add to the equation. How, then, could things possibly change to build a more diverse and potent passing attack?

Look no further than running back James Cook III, who’s played the role of Buffalo’s offensive MVP at the halfway mark. When called upon, Cook has delivered on nearly every snap. Yet, for some reason, the perception is that Brady’s limiting Cook’s impact, effectively neutering his production as a receiver. This, despite Cook’s college resume as a receiver, and his ability to become a true dual-threat player.

It makes zero sense that Cook should have just 12 catches on 14 targets for 89 yards in seven games. The Bills seem resistant to a traditional running back screen game despite having Cook and even Ty Johnson — both of whom have elite speed. Instead, it’s the team’s group of unheralded receivers (and sometimes a tight end) catching a screen out of the backfield.

Things can’t continue this way for Cook, and need to change as soon as...