Lions Coach Admits Shocking Mistake in Developing Star Rookie WR—What Went Wrong?

Jameson Williams lit up the Detroit Lions’ offense like a firecracker in 2024, racking up over 1,000 receiving yards and making defenders look foolish. So, what on earth happened in 2025? Suddenly, the guy who was breaking ankles and hauling in touchdowns now seems to be playing a game of hide-and-seek with the ball. Is it just a rough patch, a scheme snafu, or has the whole offense taken a detour away from his talents? John Morton, the Lions’ new offensive coordinator, didn’t beat around the bush—he straight-up admitted he “failed” Williams, which is rare honesty in this business. Now the question hanging in the air: can Morton flip the script and get Williams back on track, or is Detroit’s shooting star dimming in real-time? Let’s dive in and unpack the twists and turns that have this once-dominant wideout watching from the sidelines a bit more than anyone expected.

DETROIT, MICHIGAN - OCTOBER 20: Amon-Ra St. Brown #14 of the Detroit Lions celebrates with teammates after scoring a touchdown in the first quarter of the game against the Tampa Bay Buccaneers at Ford Field on October 20, 2025 in Detroit, Michigan. — (Photo by Gregory Shamus/Getty Images)

Jameson Williams has not replicated the production from his breakout 2024 campaign with the Detroit Lions.

After recording over 1,000 receiving yards last season, the wide receiver has seen his output decline significantly through the first half of 2025.

His numbers reflect a noticeable drop in involvement within the offense.

Offensive coordinator John Morton addressed the situation publicly and accepted responsibility for Williams’ underwhelming start to the season.

“I failed him, that’s what I told him. ‘I wouldn’t have faulted you if you’re pissed at me.’ He works too hard,” Morton said of Williams.

John Morton on Jamo thus far: "I failed him, that’s what I told him. 'I wouldn’t have faulted you if you’re pissed at me.' He works too hard."

"No sweat," said Jamo.

Morton: "I have to be creative, I have to go into the archives to try to get these guys open better."

— Will Burchfield (@burchie_kid) October 30, 2025

Morton is in his first season calling plays for Detroit after taking over the role from Ben Johnson.

He has indicated his intention to increase Williams’ involvement moving forward by designing plays that better utilize the receiver’s speed and explosiveness downfield.

Williams posted 58 receptions for 1,001 yards and seven touchdowns during the 2024 regular season under Johnson’s direction.

He added another touchdown in the playoffs as his production continued to rise over his first three years in the league.

That upward trajectory has stalled this season.

Through seven games, Williams has caught just 17 passes for 289 yards and two touchdowns.

His current pace would leave him with fewer than half the receiving yards he accumulated last season.

Whether defensive adjustments or scheme limitations are the primary factor remains unclear.

The rest of Detroit’s receiving group has absorbed the targets that might have gone to Williams.

Amon-Ra St. Brown leads the NFL with seven touchdown receptions and remains the primary option in the passing attack.

Tight end Sam LaPorta and running back Jahmyr Gibbs have also recorded more receptions than Williams, demonstrating the depth available across the Lions’ offensive roster.

Now that Morton’s admitted he “failed” Williams, the spotlight shifts.

Fans will be watching closely to see if that confession leads to action.

The post Lions Coach Says He ‘Failed’ Team’s Budding WR appeared first on The Cold Wire.