FLORHAM PARK, New Jersey — Start fast. Finish fast. Know your stuff. Develop the mindset of a champion.
The Jets may have finally figured out who they are on offense
The Jets are banking on new offensive coordinator Jeremy Bates and rookie QB Sam Darnold for a fast start and a big finish to the season.
Noah K. Murray-USA TODAY Sports
These are among the core principles and teachings of Jets offensive coordinator Jeremy Bates. He is one of several new NFL offensive coordinators seeking to ride the wave of the league’s constant, evolving offensive explosion. It has always been a points premium league, but not like this. No shame in winning 52-48. Just keep piling on the points.
Bates is telling his players that to do that, you must start fast, finish fast. Know your stuff and exhibit the mindset of a champion.
He used the Triple Crown winner Justify to pound his point.
Jets offensive players said that he showed them video of the Kentucky Derby winner’s explosive start. They said he showed them video of the Belmont Victory where the horse dominated from start to finish — “He didn’t even get dirty,’’ Bates said.
Bates knows how dirty the NFL can get. How murky and messy NFL offenses can get.
He wants to clean up the Jets. He has three quarterbacks — Josh McCown, Teddy Bridgewater, and rookie wonder Sam Darnold — who provide an instant upgrade from last season’s group. His own analysis, his own reflection of his NFL coaching career has helped position him for this moment.
Bates, 41, began his NFL coaching career in 2002 and has worked under Jon Gruden, Mike Shanahan, and Pete Carroll. He has not been an NFL offensive coordinator since 2010, in Seattle.
These five new offensive coordinators face the most scrutiny this season:
5. John DeFilippo, Vikings – In from the Eagles, he joins new quarterback Kirk Cousins. Both are asked to win two more games (the NFC championship, the Super Bowl) than their predecessors (Pat Shurmur, Case Keenum, respectively). Little else makes a dent.
4. Brian Schottenheimer, Seahawks – Let’s see, keep quarterback Russell Wilson on the rise and do it with a thinner roster in the midst of personnel and franchise identity upheaval. No problem.
3. Randy Fichtner, Steelers – Incorporate unhappy running back Le’Veon Bell, keep waffling quarterback Ben Roethlisberger productive and facilitate unpredictable receiver Antonio Brown. And despite the explosive offensive production of his predecessor, Todd Haley, do more and win more. Trouble brews.
2. Todd Haley, Browns – He is working with an 0-16 group. The talent has improved. But can he flip the mindset? This is an invigorating/demoralizing challenge that could prove one or the other, or both, all at once. It’s the Browns.
1. Norv Turner, Panthers – Figure out the culture. Figure out the offense. Figure out Cam Newton. What really makes him tick? Tylenol, Norv?
That lasted one season.
He said anytime a coach is fired in that manner that coach has to think about it. He said that coach must ask, How do I get better?
“I took some time to myself and analyzed things,’’ Bates said.
The philosophies in Seattle clearly did not match. Bates studied, developed, tinkered in the years afterward. Here is how he will influence the Jets offense:
THINKING – Bates is an intellectual football coach. He has studied the game relentlessly and was a play-caller early in his NFL career in Denver. The Jets players are impressed with his array of intricate offensive detail.
DEMANDING – He has thrown a lot of the playbook already at his players in their mandatory minicamp this week and is pressing them to learn it, know it. The players are absorbing his message — no shortcuts.
STYLE – His Jets’ offense is presenting a blend of the West Coast and pro style offenses. There will be more emphasis this season on the play-action passing attack.
ENERGY – Bates has plenty of it. He expects it from his players.
POSITIVITY – Bates coaching style is not to dwell on negative plays. He is a former college quarterback (at Tennessee, Rice) and views coaching offense like a quarterback throwing an interception. On to the next play. Correct it and keep it moving.
RICO – That‘s what some of the Jets players call offensive line coach/run-game coordinator Rick Dennison. While Bates salutes all of the offensive staff, it is clear that Dennison has a major role to play with Bates in influence and in approach. Dennison, 59, is a former Broncos linebacker (1982-1990), an NFL coach since 1995 and has been an offensive coordinator for the Broncos, Texans, and Bills.
“If you know what you are doing,’’ said Jets rookie receiver Jonah Trinnaman, “you can play fast and with swagger and that’s what coach wants. That way, you get to play the way that got you here.’’
Veteran running back Bilal Powell said: “There is a lot of energy. He’s a very smart coach. We’ve got a lot of guys new to this. Roles are being defined every day. I’m not sure of mine yet. It’s going to take time and we’ll just see.’’
And this from rookie guard Dakoda Shepley: “I see an approach that is structured layer by layer. You run a play and then you run another one off the backside of that and on it goes, connecting. If you get the first layer down, the second layer becomes easier. You have to know it. You have to bring the type of energy he does to it.’’
Bates is in the challenging spot of crafting the Jets to win now while also grooming Darnold. As things unfold this season, he indicated they could be the same thing.
Of the chance of Darnold starting as a rookie, Bates said: “If he can prove he can handle it, if he can prove he’s the starter, then that will take place when the time comes.’’
He calls Darnold a “sudden player.’’ When action surrounds him, the ball comes out. Quickly.
That is just the offense Bates wants. Start fast. Finish fast.
Just like his NFL experience.
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