During the Detroit Lions’ bye week, one of the biggest storylines has centered around Jameson Williams and his limited role in the offense. The explosive wide receiver has yet to make the kind of impact many expected, currently projected for 702 yards and four touchdowns this season. In Detroit’s final game before the bye, Williams failed to record a single catch on just two targets.

Ordinarily, a young player of Williams’ talent might voice frustration, especially after signing a three-year, $83 million contract extension this offseason. Coming off a breakout 2024 campaign, being underutilized would frustrate most 24-year-old starters. Yet Williams has handled the situation flawlessly.

Williams Draws Attention to His Role Without Stirring Controversy During the Bye Week

Following Detroit’s win over the Buccaneers, a game where he was barely involved, Williams posted a few cryptic Instagram stories hinting at his displeasure over the lack of targets. The message caught the Lions’ attention, but he didn’t escalate the situation. In response, offensive coordinator John Morton publicly accepted responsibility, admitting that he had “failed” Williams in getting him more involved.

Williams appreciated Morton’s honesty, telling MLive’s Ben Raven that the acknowledgment meant a lot to him. He denied being angry or discouraged, saying he would keep working hard and trusting that things would improve. Compared to other star receivers like Philadelphia’s A.J. Brown, who have made similar frustrations public, Lions fans should be thankful Williams handled his situation quietly. His composure could pay off when Detroit faces Minnesota in Week 9.

Williams’ calm approach might end up benefiting him the most, as Morton will likely prioritize giving him more opportunities in the coming weeks. He made his point without creating distractions, straining relationships, or causing tension with coaches.

To maximize Williams’ potential, Detroit needs to diversify how he’s targeted. His average depth of target has jumped from 11.2 yards last year to 17 this season, limiting him to mostly deep routes. Former offensive coordinator Ben Johnson found creative ways to get him quick touches, and Morton would be wise to revisit that formula moving forward.