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DETROIT — Under the leadership of Dan Campbell, the Detroit Lions have completely transformed their approach to fourth-down situations. The team has adopted an aggressive mentality that encourages going for it almost anywhere on the field, and this fearless attitude has significantly influenced the culture of the franchise, producing remarkable achievements.
“For our players, they tend to view it as just the next play rather than a do-or-die moment,” Campbell remarked. “It’s not seen as a last opportunity.”
As a result of Campbell’s bold strategy, the Lions have attempted to convert on fourth down a league-high 151 times over the last four seasons, more than any other NFL team has since 1991, according to Sportradar data. In a playful comment on social media, Holly Campbell joked that punting may be the only thing her husband hasn’t mastered.
The players have adapted well to this new norm. Safety Ifeatu Melifonwu noted, “On defense, we almost anticipate them going for it. It’s never a shock anymore.” As the team gets a three-day break starting Friday, they are gearing up to face the NFC’s lowest-seeded rival at Ford Field next weekend.
Dan Campbell has led the league in fourth-down attempts in two of his four years as head coach. During the 2024 season alone, his 33 attempts were outdone only by the Cleveland Browns and New York Giants—teams that were playing for little more than pride. When Campbell began his tenure with a disappointing 3-13-1 record during his inaugural season, he set an NFL record by attempting 44 fourth downs.
The Lions players appreciate the trust Campbell places in them during such critical moments, often leaving the special teams and defense waiting on the sidelines. “They’ve gotten a better sense of who I am as a coach over time,” Campbell explained. “This approach didn’t appear overnight.”
He added that the team often enters games with a plan to be more aggressive, but sometimes the game flow dictates the level of risk taken. In a recent matchup against the Green Bay Packers, the Lions went for it on fourth down five times, converting four of those attempts, which helped secure a 34-31 victory. This strategy allowed the defense, which had been dealing with injuries, to rest.
Quarterback Jared Goff mentioned that opposing teams are so prepared to defend against fourth-down attempts that he can sometimes draw them offside with a hard count, as seen in a crucial win over the Minnesota Vikings. “It’s a part of our offense,” Goff noted, referring to their successful strategy on fourth downs.
Detroit has achieved a 66.7% conversion rate on fourth downs this season, which places them only behind six other teams in the league in terms of success. Campbell’s approach as a head coach has often proved beneficial, with a conversion rate above 50% on fourth downs over the past four seasons, instilling confidence not just in his players but also in his coaching staff.
With new talent added under general manager Brad Holmes, the Lions have experienced a notable resurgence over the past two and a half years. Since November 6, 2022, Detroit has amassed an impressive record of 37-10, including winning two games last season in the postseason—a feat not accomplished since they claimed the NFL title in 1957.
The Lions set a franchise record with 15 wins during the 2024 season and are now proud holders of consecutive division titles, earning the NFC’s No. 1 seed for the first time. Rookie kicker Jake Bates has also made headlines by breaking Jason Hanson’s team record for points this season, expressing no disappointment in not attempting more field goals. “We’re 15-2, so clearly this coaching staff’s strategy is working,” Bates remarked. “Winning is a lot more enjoyable than just making kicks.”
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