The Buffalo Bills' offense has been one of the toughest to stop in the NFL. From coaches to players to schemes, they pieced together an offense that ranked at the top of the league in 2024 and 2025, whether it be in passing or rushing stats.
Since 2024, Buffalo averaged the second-most points per game (29.6) and third-most rushing yards per game (145.4). That season, Joe Brady made the jump from the Bills' quarterbacks coach to their offense coordinator. It was also the year that running back James Cook III logged over 10 rushing touchdowns.
That rushing success continued into 2025. Cook registered a career season and Brady elevated to Buffalo's head coach as of Jan. 2026.
In 2025, the run game was just one of the many ways Brady found ways to win. If there was time on the clock, he called whatever was necessary to come out on top, and his offense executed. In order to do so on the ground, though, Brady needed to help Cook get rolling early.
Even with superhero quarterback Josh Allen under center, sparking the run game was a top priority on game day for Brady.
"Our mindset is you're going to have to play us. So, whether that means we're throwing more or … we're going to run it until you stop it," Allen said. "Throughout each game, there's a different vibe, a different flow that you have to understand and find out through that game … it's adjusting, it's adapting.
"I couldn't sit here and tell you the secret to success is being fifth in rushing attempts or it's being second or it's being 32nd. I don't think we want to live in that world where it's just throw it on every single play. There is a fine, delicate balance to it and being able to run and pass and use the play action game."
The Bills' run game, specifically, was No. 1 in average rushing yards per game (159.6) and No. 2 in average yards per rush (5.0). Brady made sure his offensive scheme, and playcalling fit his players' strengths.
"You got to surround your system with the players that you have. You don't make players just fit a system. You make a system fit players," Brady said after being named head coach. "Let's not just bang our heads against the wall and say, 'Hey, it doesn't matter. This is what I'm running no matter what.' It's no, 'Hey, what are these guys do well?' Let's put them in position to have success."
It wasn't difficult to put Cook in position to unlock his full potential and help him achieve what every NFL running back's ultimate, personal goal is: earning the season's rushing title. Brady did just that in 2025.
Cook's on field production spoke volumes to the staff and his teammates. He might not be the most vocal player in the locker room, but no one can deny his impact. Not every leader is an extrovert, and Brady made sure he created an offense where Cook led by example.
"It's like poetry in motion," running back Ray Davis said. "If you put James Cook highlights on and add the most opera-like song or some symphony music, it's poetry in motion. It's like he's gliding. He's just effortless."
The fourth year running back was the 63rd overall selection of the 2022 NFL Draft. Buffalo drafted him in the second round, and he continued proving himself on the field since. On Aug. 13, 2025, Cook signed a four-year, $48 million extension, keeping him with the Bills through the 2029 season.
At the end of the 2025 regular season, the fruits of his labor paid off as he accumulated the most rushing yards among all running backs in the NFL and won the rushing title.
Winning the title didn't come easy, though. Cook and the rest of the Bills waited anxiously for Sunday Night Football in Week 18 to wrap up as Baltimore running back Derrick Henry moved his way into second for most rushing yards on the season and crept up on the top spot.
Before that game, Henry had 1,469 rushing yards, which was good for third among all running backs at the time. After the first half against the Steelers, he logged 112 yards on the ground – a number too close for comfort for Buffalo's squad.
Once time expired and Henry's night officially finished, Cook reigned supreme with 26 more yards than Henry, claiming the rushing title.
Cook registered 1,621 yards on 309 carries and 12 touchdowns over the regular season. His 95.4 yards per game led the league as well. Over the course of the season, he had nine, 100-plus rushing yard games and logged a career-high, 216-yard performance on the ground against Carolina in Week 8. He was also a threat sprinkled throughout in the pass game, logging 33 catches for 291 yards and two additional scores.
"I did it," Cook said after winning the title. "That's the whole goal."
Cook's performance in 2025 earned him not only his third Pro Bowl selection, but also his first NFL All-Pro honors. He earned a spot on the second team.
The success Cook ultimately had was something his teammates knew was on the horizon – some even going as far back as training camp, recalling that's when they knew a special season was in the cards for the running back.
"I think from the jump, once he signed his deal, and from that point on – even training camp – just his mentality, the way he shows up and puts his head down and works," wide receiver Khalil Shakir said. "He means business, and that's motivating to see day in and day out … I would have said Cook was going to do it back in training camp. Just the way he approached this year was different."
Right tackle Spencer Brown couldn't pinpoint an exact moment or game he knew it was Cook's season to earn the rushing title, but watching him break tackles and go off for 100-plus rushing yards in multiple games was more than enough for Brown to feel confident in his running back.
"The first play that really comes to mind is Week 2 at the Jets," center Connor McGovern recalled. "His long cut shot run … Cook cut it back, made a guy miss and he was gone for a 50-yard touchdown."
In Week 18 against the Jets, McGovern said the coaching staff forced Cook to take on a smaller role in order to rest ahead of the playoffs. It wasn't just the rushing title on the line, Cook wanted to be out there for his team. Likewise, throughout the season, the rest of the offense wanted to be out there for Cook.
"Anytime you have a player on your team that does everything in his power to try to make a play, to try to put us in a position of success, you want to do everything you can to match it," offensive lineman David Edwards said. "How much he loves you; you want to try to reciprocate that with your play and your efforts and your intensity."
Cook shows the Bills his love through his production on game day, but also through his competitive spirit throughout the week. He's a role model for guys in the running back room who he practices alongside, like Davis.
Davis said it's inspiring watching Cook and being in the same position room as him, he picked up on some things Cook implements into his game – on and off the field. Specifically, Cook's ability to reset play-by-play, game-by-game, and day-by-day stands out to Davis.
"Be a pro … be a guy who understands that things may not always go the right way. It's about just not letting anybody see the emotions or your frustration and moving onto the next play, the next day," Davis said. "I know for [Cook], it's like a reset every day. He's a new guy every day, but in a good way."
Davis takes a few pages out of Cook's book, learning from the way Cook critiques himself and how he practices.
"It's like every day is a game day for him," Davis said. "The way he comes out here and he runs and he sees things … he finished every run to the end zone. He did that during camp, he does it during practice and then … it translates to the game."
Cook's All-Pro level of play at running back is something Davis aspires to achieve. Having that kind of example in the position room motivates the younger players. Davis just completed his second season with the Bills after being drafted in the fourth round in 2024.
Wide receiver Tyrell Shavers said Cook's energy on the field is contagious and makes him want to match it.
He said that's where Cook's leadership shines through: on the field, pushing his teammates to be their best versions of themselves and play to their potential. Despite being locker mates, Shavers knows just as much as anybody that Cook's work ethic is what speaks the most to the rest of the locker room.
"Show up and work. Show up and work," Shavers repeated. "Just keep your head down and work. Things will work out."
Other players, like fullback Reggie Gilliam, had the chance to watch Cook develop into the running back he is.
"Blocking for him for the last couple years, I've seen so much growth in him and him as a running back," Gilliam said. "[In 2025], I pointed out to him, I said, 'You pop up on the ground a lot faster now than you used to. You're ready to go. You're ready for the next run. Each run you have, gives you more energy.' It's like he's speeding off his own energy."
Cook's consistency and growth is something Gilliam enjoys watching, especially knowing the potential he had to be a great running back. The fullback wanted nothing more than to help Cook achieve that goal of earning the rushing title in 2025.
He said all he needs to hear, if anything at all, from Cook is a simple, "Alright, come on Reg."
Cook knows he can count on his guys, Gilliam, the offensive linemen, the tight ends and even wide receivers. Those key blocks that allow him to sprint off doesn't go unnoticed.
"I've been around these guys since I got here, it's just been special," Cook said of having the offense around him on the field who are willing to be selfless and bring him more success.
"We just take a lot of pride in getting [Cook] started. Doesn't take a lot for him to find a hole and get going. We know it can happen at any point in time," Brown said. "So, that just puts [us in] a mindset … 'Every single play, do a little bit more, a little bit more and eventually break one out for him.'"
As the Bills look ahead to their new era with Brady as head coach, they can anticipate the same play-caller on the offensive side of the ball. Brady said he's looking forward to growing and evolving Buffalo's offense, collaborating with his new staff once it's pieced together and putting his players in the best position possible.
"As an offensive play caller, everything you're going through is thinking situational football. You're having the mindset of, 'I am calling this play, this is what's happening next.' You're trying to stay ahead of it all," Brady said. "There's so many elements that I believe that we can continue to grow our offense with the pieces that we have, and I look forward to that."
