When a team hires an offensive-minded head coach, they are looking to improve specific areas. This may include creativity in play calling. It is sometimes a focus on elevating the quarterback and the passing attack. But for the Jacksonville Jaguars, they have quickly improved as a rushing offense with the new designs of head coach Liam Coen.
The Jaguars ranked 4th in rushing yards and 6th in yards per rush attempt entering Week 5. It has included a bit of a resurgence for Travis Etienne. Etienne had struggled to ever get rolling last year, but in the early stages of 2025, he has been among the best running backs across the league.
The improvement in rushing offense is nothing new for Liam Coen. However, that is not likely where many people envisioned a turnaround when he was hired as the new Jacksonville head coach.
From last to one of the best
Liam Coen only had one year as the Tampa Bay Buccaneers’ offensive coordinator. That is where he made his initial mark in turning around a rushing attack. The Buccaneers ranked last in the NFL in rushing yards and in yards per rush attempt in 2023. With Coen’s play calls last year, along with the emergence of Bucky Irving, Tampa Bay flipped the script. The Bucs finished last year in the top four in those respective categories.
Tampa Bay was also ushering in new, young pieces on the offensive line last year. Coen was able to lean on their power. At the same time, Irving flashed a newfound quickness that was previously missing in the Buccaneers’ backfield.
Where Coen's scheme creates damage
That idea of mixing power and quickness is something that Liam Coen has carried over to the Jaguars. In 2025, Jacksonville has been able to be effective when running both outside and in between the tackles. A lot of tough, hard-nosed runs have helped to keep Jacksonville in rhythm and ahead of the sticks when they are rolling.
In Coen’s scheme, he meshes zone and gap blocking up front. The Jaguars have done well to create massive holes when working into space. Defenders have simply not been able to deconstruct from blocks consistently when trying to cut off those angles.
Of course, motions and shifts are all the rage when looking at current offensive coordinators. Coen is utilizing more condensed sets. Jacksonville is offering more distinct pictures pre-snap than they were last year as well. As a result, defenses are having to stay back on their heels.
Rushing success opens up passing offense for Jaguars
Off the various run play calls that Jacksonville shows, there are branches of the passing attack that can feed off of it, so to speak. The Kansas City Chiefs defense will surely be aware of the play-action passes that could materialize on Monday night. Kansas City will see a Trevor Lawrence that is working to maintain more constant fundamentals and accurate footwork. The play-action pass is where he is really working to keep those items steady.
Beyond the play-action pass game, the quick passing game is something the Jaguars like to utilize. Run-pass option looks can offer urgent decisions and throws from Lawrence. With bigger pass catchers like Brian Thomas Jr., Dyami Brown, and Brenton Strange, Jacksonville likes to give those stronger players chances at yards after the catch. Getting the ball to them in space allows them to act as running backs themselves. The Chiefs will be forced to react and make immediate plays against both the run and the quick passing game.