BB.Lions Coaches Reveal How Opponents Are Targeting Jameson Williams — and What They’re Doing About It

ALLEN PARK – The Detroit Lions head into their Week 6 matchup against the Kansas City Chiefs as the NFL’s top-scoring team (34.8 points per game). They sit atop the NFC North at 4-1 and were essentially a unanimous No. 1 in this week’s power-rankings roundup across the league.

Despite their success, questions have arisen in recent weeks about the usage — or lack thereof — of wide receiver Jameson Williams. Specifically, his lack of targets and how the Lions can better design plays to involve the fourth-year receiver more in the offense.

Through five games, he has 21 targets, averaging 4.2 per outing. He’s caught 11 of them for 224 yards and one touchdown.

Earlier in the week, Lions coach Dan Campbell alluded to opposing defenses using shell coverage against Williams, which prevents him from being a deep threat.

When speaking to reporters on Thursday, defensive coordinator Kelvin Sheppard expanded on that point and detailed what’s preventing offensive coordinator John Morton from getting Williams more involved.

“I can’t imagine the job that John Morton’s tasked with. He’s done an unbelievable job,” Sheppard said. “If I got handed the keys to that (offense) and was told, ‘You have five to six high-level players to expect 10 touches a game,’ well, I need 80 plays on offense to get that done. You know what I mean? It’s a time and place for everything. It’s no different than defense deploying. When Malcolm (Rodriguez) comes back, Zach (Cunningham) comes back — and you’ve got four or five starting-caliber linebackers — well, there’s going to be people asking, ‘When is Malcolm going to play?’ or ‘When is Zach going to play at all?’

“It’s about the right time and place for everything. And finally, maybe — just maybe — he’s opening up windows for all these explosive underneath routes that you’re seeing (Sam) LaPorta, (Amon-Ra St. Brown) and (Jahmyr) Gibbs have, because you’ve got to keep a shell over the top of him.

Sheppard continued, doubling down on his defense of Morton’s play-calling and usage of Williams.

“So when I hear things like that, I hope that not only the fans but the media — everybody — understands the job that John Morton has been tasked with taking over that offense,” the Lions DC said. “And then let’s congratulate him for the job that he’s done and not try to nitpick at things about, ‘Why isn’t this guy…’ or ‘Why isn’t that guy getting involved?’ He’s doing an incredible job. And right now, I think we’re number one in scoring offense — which helps me as the defensive coordinator.”

While Sheppard defended Morton’s play distribution and praised how the coordinator balances a roster full of skill talent, Morton provided further insight into why Williams’ targets have dipped in recent weeks. The offensive coordinator said defensive looks have forced Detroit to adjust its approach through the air.

Morton explained that opposing defenses have begun sitting in more two-high zone coverages — keeping both safeties deep to prevent Williams from taking the top off — a shift he called the “Jameson effect.”

That alignment limits opportunities for vertical shots but opens space underneath for reliable targets like St. Brown, LaPorta, and Gibbs. So it’s not that Morton doesn’t want to get Williams involved; he’s simply taking what the defense gives him.

“There are a lot of weapons. They (Bengals) changed it up a little bit, and it took a little bit of his throws away,” Morton said. “Listen, every game’s different, like I told you guys. Everybody’s got a certain amount of plays; there are a lot of guys that I’ve got to try to get the ball to. I was feeling Saint last week, rightfully so, right? He helped us win that game.

“Like I said, I don’t care what the coverage is, I’m going to call his number. He’s reliable. And the quarterback knows that, too. But I think with Jameson out there, there’s a big threat out there. And teams are now just playing a little bit differently.”

Cowboys Brace for Panthers’ ‘Dirty Ball’ Kickoff Strategy in Week 6

It’s become known as the “dirty ball” and for the Cowboys, one of the jobs on special teams this Sunday in Week 6 against the Panthers, the job will be to clean it up.

The author of this dirty ball is rookie kicker Ryan Fitzgerald, who has developed a niche on kickoffs–his ability to knock unpredictable, low line drives that come up just short of the goal line and force players in the return game into uncomfortable situations. Opponents gain just 19.3 yards on Panthers kickoff returns, second-best in the NFL behind the Rams.

It was something that Patriots coach Mike Vrabel warned against when New England faced the Panthers. Said Vrabel: “It starts with the kicker, kicks a good kick, dirty kick. So, he’s had the returners sometimes confused. He’s kicking them when he kicks them deep. They’re right at the goal line, forcing you to return them.”

Cowboys Can’t Replicate ‘Dirty’ Kick in Practice

And now it is the Cowboys’ turn to decipher Fitzgerald’s kicks. Special teams coach Nick Sorensen said part of the problem is that it’s very difficult to replicate the kicks in practice.

“It’s tough, because you can’t get the JUGS (machines) to kick them, as much as we tried,” Sorensen said. “And then Brandon (Aubrey), Brandon will kick them too. He’ll try and work on them. Those aren’t 100%. Some guys are better than others, but he tries to give us different looks at it, too.”

It’s a problem for the Cowboys because under new rules, if Fitzgerald lands the ball in the the so-called “landing zone,” and it trickles into the end zone for a touchback, the ensuing drive starts on the 20-yard line.

Panthers Cover Kicks Well, Too

Panthers coach Dave Canales credited not only the foot of Fitzgerald’s for Carolina’s special-teams success, but also the enthusiasm with which his coverage teams backs up the dirty kicks. With the uncertainty of the the landing angle, the possibility of a big play is there for the coverage group.

As Canales said: .”We watched all the kickoff coverages as a team. Just to show the spirit of our play-style, I truly believe that kickoff coverage kind of exemplifies who we want to be and that’s why I love special teams, but especially on kickoff, especially when you can start the game with a kick to be able to show the effort, the enthusiasm after great places of them celebrating the toughness, playing smart off of each other and then finishing each play.”

Cowboys Unsure on Return Men

It won’t help that usual kick returner KaVontae Turpin is likely to be out in Week 6. He’s day-to-day with a foot injury but indicated in practice he is more likely to return for Week 7. And, generally speaking, the good news for the Cowboys is that the Panthers are no juggernaut–they’re 24th in the NFL in points, at 20.4.

The Cowboys hope there are a limited number of kickoffs, then. And they’ll hope they’re ready when they come.

“So we tried to work those a little but yesterday, today with our guys. But they’re tough,” Sorensen said. “No two are exactly the same. And you know with the football, the weird shape that thing is, you can’t duplicate where that thing comes down. That’s what this guy (Fitzgerald) has done really good.”