Buffalo Bills running back James Cook is heading into the most important season of his career, and the pressure couldn’t be higher. With a contract extension still out of reach, Cook is betting on himself in 2025, aiming to prove he’s worth the reported $15 million per year he’s seeking.

After leading the league with 16 rushing touchdowns and surpassing 1,000 rushing yards for a second consecutive season, Cook has clearly delivered on the field. But despite his production, the Bills have yet to offer the Georgia alum the kind of deal he believes he deserves. That sets up a high-stakes season for the 24-year-old, one where every yard, every touchdown, and every healthy game could inch him closer to the contract he wants, whether it’s in Buffalo or somewhere else.

Cook is entering a contract year in a league that continues to devalue the running back position. Unlike quarterbacks or wide receivers, top-tier running backs rarely see long-term security, especially with concerns around durability and short career spans. That’s what makes this season so critical. A strong year could give Cook the leverage to command top dollar. A setback, however, could leave him in the free-agent pool with limited suitors.

According to Pro Football Focus, Cook not only tied for the most rushing touchdowns in the league last season but also posted career highs in advanced metrics like yards after contact per attempt (3.24) and forced missed tackles (47). He also protected the ball well, fumbling just once in 260 carries. Those numbers show more than just production, they show growth and reliability.

While Josh Allen remains the face of the franchise, Cook has become Buffalo’s most consistent offensive weapon behind him. The Bills are counting on his continued dominance, but they’ll have to decide whether to invest in his future or risk losing him to the open market.

For Cook, the 2025 season is more than a quest for stats, it’s an audition for financial security in a league that’s notoriously tough on players at his position. If he keeps delivering, the question won’t be whether someone pays him, it’ll be who.