When he was hired in January 2021, Detroit Lions coach Dan Campbell spoke extensively on yes, biting kneecaps, but also establishing an identity for one of the NFL’s most struggling franchises.
Three years later, Detroit punched its ticket to the NFC championship game against the San Francisco 49ers—all while taking on the persona of its gritty coach and city.
“It’s important,” Campbell said Monday when asked about the Lions maintaining the identity of Detroit. “… It’s not the first thing you think of when you go to L.A. or just in general. You’ve got the sun, you’ve got the beach, you’ve got plenty of other things going on. And here, man, it’s harsh winters, auto industry, blue-collar. Things aren’t always easy, and I think that’s what we’re about.”
For the city of Detroit 💙🤍 pic.twitter.com/KA0g1yozMY
— NFL (@NFL) January 24, 2024
Things weren’t always easy for Campbell and the Lions. Campbell broke down in tears after a two-point loss to the Minnesota Vikings in Week 5 of his debut campaign in 2021. The Lions started that season 0-10-1 before earning their first win in Week 13 against the Minnesota Vikings.
In 2022, the Lions were eliminated from playoff contention but defeated the Green Bay Packers in Week 18 to prevent Aaron Rodgers and their division rival from entering the postseason. And in 2023, the Lions became division champions.
“You want something the city can be proud of,” Campbell said. “You can look at those guys and say, ‘Man, I can back that guy, I can back that team. I can resonate with those group of guys. They’re kind of salty, they don’t quit, they play hard.’ And so, I feel like we’ve done that.
“I think these guys, they have a kinship with this city, this area. And they love it.”
All eyes in Detroit will be on quarterback Jared Goff and the Lions, who kick off the NFC championship game in Santa Clara at 6:30 p.m. ET Sunday.
