By Mummy Grace 
She’s not wrong. Over the past four seasons, the Lions have gone for it on fourth down 151 times—more than any other team in the league. Even better? They’re making it work. Last year, Detroit converted 67% of those attempts, good for one of the best marks in the NFL.
But this isn’t just about Detroit. Across the entire league, going for it on fourth down has become the new normal. In 2024, teams attempted 766 fourth-down conversions, the most in league history, with a success rate just under 57%.
Sure, some teams are doing it out of desperation—like the Giants, Bears, and Browns, who all had losing records last year. But for contenders like the Lions, Bills, Chiefs, and Eagles, it’s a calculated part of the game plan.
A big part of this trend comes down to analytics. Coaches now have full-time data teams telling them when it makes sense to go for it. Add in things like the “Tush Push” from the Eagles or new kickoff rules giving offenses better field position, and it’s no wonder punters are seeing less action. (Detroit’s Jack Fox only punted 45 times last year—a career low.)
But it’s not all about spreadsheets. Former Panthers coach Ron Rivera, nicknamed “Riverboat Ron” for his bold fourth-down calls, said he learned the art of risk from none other than John Madden. For Rivera and others, it’s still about gut instinct, not just stats.
And don’t forget that some of the best coaches in NFL history have gambled big on fourth down—including Bill Belichick, who famously went for it on 4th-and-2 from his own 28-yard line in 2009. It didn’t work, but the idea was the same: trust your offense to win the game.
At the end of the day, teams that embrace this mindset tend to win. Ten of the top eleven teams in fourth-down success rate last season made the playoffs. It’s aggressive, it’s risky—but in today’s NFL, it works.
As Campbell puts it, “That was third down, this is fourth down—what’s the difference?” When you believe in your team and have the stats to back it up, you don’t need to punt. And that mindset might just be the Lions’ secret weapon heading into 2025.