The Detroit Lions were long considered the NFL’s perennial rebuild — a franchise trapped in a cycle of false starts, constant resets, and unfulfilled potential. Year after year, they seemed stuck in the same rut, unable to find the right combination of leadership, talent, and identity to break through. But everything began to shift in 2021, when Brad Holmes stepped in.

The Detroit Lions were long considered the NFL’s eternal project—an organization locked in an endless cycle of rebuilds, near-misses, and bottom-of-the-barrel finishes. They were the team other franchises looked at as a cautionary tale. Consistently plagued by instability at the top, questionable front-office decisions, coaching changes, and a revolving door of quarterbacks, the Lions existed more as an example of what not to do in modern football. Fans grew weary over decades of heartbreak and disappointment. Detroit, a city known for resilience and grit, watched its team falter again and again despite hope-filled offseasons that never materialized into meaningful fall Sundays.

The narrative surrounding the Lions was painful yet predictable: draft high, change coaches, promise a new era, and still finish at the bottom of the NFC North. Talented players passed through, like Barry Sanders and Calvin Johnson, but even their brilliance couldn’t overcome the structural dysfunction that defined the franchise. Ownership had long been criticized for its hands-off approach or, conversely, its poorly timed interventions. For decades, the Lions were, in essence, the NFL’s reset button—always building but never built. The phrase “rebuilding year” became synonymous with Detroit football.

But in 2021, something shifted. That was the year Brad Holmes arrived as the team’s general manager. It was not simply another front-office hire. Holmes brought with him a vision—one forged during his successful tenure with the Los Angeles Rams, where he had a hand in drafting and scouting key talent that would go on to help build a Super Bowl-caliber roster. He wasn’t a flashy hire, but he was the right one. With Holmes came a sense of intentionality, clarity, and patience—three qualities that had long been missing from Detroit’s approach.

At the same time, Dan Campbell was named head coach. A former NFL player known for his raw emotion, authenticity, and passion for the game, Campbell quickly became the face of the culture shift in Detroit. Many initially scoffed at his now-infamous kneecap-biting press conference, but within the organization and locker room, it was clear: Campbell was not just talking tough—he embodied toughness. He had a clear desire to build something from the ground up, and he was willing to go through the grind necessary to do it.

Together, Holmes and Campbell formed one of the most aligned GM-coach partnerships in the league. They were both committed to a long-term vision. They prioritized culture as much as talent and placed high value on grit, determination, and character. Their draft strategy reflected this. Rather than chase big names or splashy headlines, Holmes focused on high-upside prospects who fit the team’s ethos. Players like Amon-Ra St. Brown, Penei Sewell, Alim McNeill, and later, Aidan Hutchinson weren’t just productive—they were foundational.

The first season under Holmes and Campbell was rough, finishing 3-13-1, but it wasn’t the same old Lions. There was something different about this team. Despite the losses, they competed hard every week. They were in games. They never rolled over. Fans began to take notice of the fight in their team. The seeds were being planted.

Year two saw real progress. The Lions went 9-8 and just missed the playoffs. But more importantly, they finished the season by winning eight of their last ten games, including a statement win against the Green Bay Packers in Week 18, eliminating them from playoff contention. That game, broadcast nationally, served as a loud declaration: Detroit was no longer a pushover. The team that once folded under pressure was now thriving in it. They were building something sustainable.

A big part of this resurgence was the development of quarterback Jared Goff. Acquired as part of the blockbuster Matthew Stafford trade, Goff was initially viewed as a bridge quarterback—someone to hold the spot until the Lions found their true franchise signal-caller. But under the guidance of offensive coordinator Ben Johnson and the support of a rebuilt offensive line, Goff found new life in Detroit. He played efficient, confident football, limiting turnovers and distributing the ball to a growing arsenal of young playmakers.

The Lions’ offensive identity became one of the most exciting in the league. With a dominant offensive line anchored by Sewell and Frank Ragnow, a versatile backfield led by emerging star Jahmyr Gibbs and veteran David Montgomery, and a dynamic receiver corps featuring Amon-Ra St. Brown, the Lions suddenly had one of the most potent attacks in the NFL. Johnson’s creative play-calling and Goff’s leadership helped the team rack up yards and points, while a young, fast, and hungry defense began to find its footing.

Aidan Hutchinson, drafted second overall in 2022, quickly became the face of the defense. His relentless motor, combined with his leadership and production, transformed the defensive line into a strength. Alongside him, players like McNeill, Brian Branch, and Kerby Joseph began to emerge as future cornerstones. The defense was no longer a liability—it was becoming a weapon.

Behind it all was a culture shift that extended beyond the field. Campbell and Holmes had created an environment where players felt empowered, where accountability was embraced, and where effort was non-negotiable. Veterans bought in. Young players grew fast. The locker room became a place of belief rather than doubt. For the first time in decades, there was true alignment between ownership, the front office, the coaching staff, and the players. Sheila Ford Hamp, now the principal owner, proved willing to invest but also stepped back and allowed the football minds to lead.

By the time the 2023 season rolled around, the expectations had shifted dramatically. No longer content with moral victories or progress narratives, the Lions were seen as legitimate contenders. And they delivered. Detroit won the NFC North for the first time in franchise history and hosted its first playoff game in over 30 years. Ford Field roared with emotion as the Lions secured a long-awaited postseason win, followed by another. They were one half away from the Super Bowl, falling just short in the NFC Championship Game—but by then, the message was clear: the Lions had arrived.

And they weren’t going anywhere.

For a city that had been starved for football success, the transformation was seismic. Fans who had endured years of letdowns and futility now had reason to believe. The Lions were no longer rebuilding—they were built. Not just in terms of talent, but in terms of identity. They had become one of the toughest, most respected teams in the league. Their brand of football was physical, smart, and resilient—just like the city they represent.

This resurgence wasn’t the result of luck. It came from vision, execution, and patience. Brad Holmes didn’t try to shortcut the process. He built through the draft, added smart free-agent pieces, and trusted the coaching staff. Dan Campbell didn’t try to win over the media—he won over his players. Together, they showed that a franchise can change its destiny, but only if it’s willing to face its past and forge a new future with discipline and belief.

Now, as the 2025 season approaches, the Lions stand on the precipice of something special. With their young core intact, a front office committed to sustainable success, and a coaching staff that continues to evolve, Detroit is no longer chasing relevance—they’re demanding greatness. What was once a perennial rebuild is now a powerhouse in progress.

And perhaps most importantly, they’ve rewritten their identity—not just to the rest of the league, but to themselves. The Detroit Lions are no longer the team you schedule for a win. They are the team you circle on your calendar—the one you know you’ll have to fight to the final whistle. A team that reflects the soul of its city. A team that has finally turned belief into reality. A team that’s no longer rebuilding. They’re built.