It is no secret that Cooper Kupp has struggled to find the consistency once expected from the All-Pro wide receiver but for as much as he may get criticized, his current role in the Rams’ offense has stifled his ability to contribute.
Kupp is no longer the receiver who can beat man coverage or separate from DBs on crossing routes, so it doesn’t make sense to use him in that way. Kupp’s strengths come from his ability to exploit zone coverages by outmaneuvering defenders and finding voids on the field. Kupp is an excellent middle-of-the-field target who is dangerous on short and medium routes, often finding success when he’s able to plant his feet to make the catch.
Kupp should only play from the slot as he is no longer a legit threat on the outside. If Kupp can be installed as Matthew Stafford’s hot read, the Rams could be even more effective at handling blitzes. Keeping Kupp closer to Stafford will help generate a more potent passing offense.
The Rams could also put Kupp in the backfield. As a modified “H-back,” Kupp could flank Stafford in both the pistol and the shotgun while still leaving room for a natural running back. Such a move would either align a linebacker against Kupp or would force a defensive adjustment that the Rams could exploit in the run game.
Whatever Kupp is being asked to do right now is not working. He has just four catches for 53 yards in the last three games, struggling to separate and get open for Stafford.
It’s time for a change and the playoffs are a perfect time to do it.