Amid drama and injuries, Bills desperate for LeSean McCoy to be a star again

LONDON – Oxford Circus is a main shopping intersection in London, thousands of people strolling by each day. It's right near where an NFL fan festival will take place Saturday, part of the league's efforts to promote Sunday's Buffalo-Jacksonville game here in particular and the game of football more broadly.

There in one of the window fronts of the Niketown store in the circle is a massive LeSean McCoy poster, lording over the scene. Of all the Buffalo Bills stars to market, this was a fortuitous choice if only because McCoy is about the only one not missing the game due to injury or other calamity.

He also may be the key to not just the game this weekend, but the Bills' entire season that at 3-3 is teetering.

Quarterback Tyrod Taylor will miss a second consecutive start with an injured knee, pressing the inconsistent EJ Manuel into the spotlight. He won't have the luxury of throwing to Sammy Watkins, the Bills' best receiver, who will also sit out with an injury. Wideout Percy Harvin is still in the United States and unlikely to make the trip due to a "personal issue" – the Buffalo News reported he is contemplating retirement after a hip injury. Meanwhile backup running back Karlos Williams is injured and back home too.

Defensively, Kyle Williams is out and defensive linemen Marcell Dareus and Mario Williams publicly complained this week about the Bills' scheme and how they are being used in it.

Other than that, things are going great.

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So all eyes on Shady McCoy, the mercurial back the Bills traded linebacker Kiko Alonso for this offseason to anchor coach Rex Ryan's ground-and-pound offense. He's going to get a lot of carries.

"He's a threat from any spot on the field," Bills tight end Charles Clay said. "You can put him at receiver and he runs really good routes. It's great to have that element to give the defense trouble."

He better give the opposition trouble.

McCoy rushed for over 1,000 yards in four of his last five seasons in Philadelphia. He ran for just 146 yards in the first three games of the season before missing two weeks because of injury. He came back Sunday and gained 90 on 17 carries, despite still not being at full strength.

It was a least some promise.

"I think we saw [it] last week," Ryan said. "He's one of the best backs in the entire league. So when we've been playing without him it was a huge loss for us. The fact he is coming back … is he 100 percent? Maybe not, but he's still better than 90 percent of the backs [in the league]."

McCoy said he felt good but not great. It's a process he reminded reporters on Sunday.

"I'll get back," McCoy said. "I'll be around. I'll be my normal self. I'll be all right."

With a quarterback who has to prove he can win at this level now in the starting lineup, and so many skill weapons on the sideline or back in America, the weight on McCoy's back grows.

"We never have our whole group together," McCoy said on Sunday. "It's one person out, two people out. Every time we come and get back together another injury happens. Or we get moving on a drive and a penalty happens. We've got the talent, we've got the right play-calling, so it's a matter of just doing it."

As Ryan pointed out this week, one of the issues with the defense of late is that the Bills are rarely playing with the lead. Getting Jacksonville, or anyone, into passing situations will help produce the kind of impact plays and statistics that the defensive line feels it is missing. Buffalo has just nine sacks through six games.

"You play with the lead and sacks happen, picks happen," Ryan said.

Is there anything else the Bills can throw on McCoy? His team needs him to salvage the season, the NFL needs him to make sure Sunday's promotional effort/game is a success. All he needs to do is be 100 percent healthy and return to his Philly form where he was a game-breaker, especially in open space.

As for the marketing aspect, McCoy may not be such a willing participant. That poster in the window may do as much talking – McCoy declined media requests so far this week. That's McCoy though. Growing up in Harrisburg, Pa., his own mother dubbed him "Shady" because of his mood swings. He's known for scoring touchdowns, not for his effusive personality.

That's all fine, as long as he speaks out on the field.

"He's a tremendous talent," Ryan said. "He's got heart. He's got toughness. He wants to be out there helping his team … as you guys will see, he is a tremendous player."

Like we said, he better be because Buffalo may not be able to afford anything less.