For decades, the NFL kickoff was one of the most predictable plays in football. A kicker with a powerful leg would line up, take a few running steps, and blast the ball through the back of the end zone. The offense would trot out to the 25-yard line, and the game would continue.
That era is officially over.
The 2025 NFL season has ushered in a radical shift in kickoff strategy, thanks to the league’s new hybrid kickoff rule. The single most impactful change? A touchback now results in the receiving team getting the ball at the 35-yard line—a massive penalty for the kicking team and a monumental change in the calculus of special teams.
This isn’t just a minor tweak; it’s a fundamental reinvention of the play, and it has effectively ended the age of the “power kicker.”
The End of an Era: De-emphasis on Distance
Under the new rules, the simple act of kicking the ball as far as possible is no longer the goal. In fact, it’s a strategic failure. Giving an NFL offense the ball at their own 35-yard line is a concession of valuable field position that no special teams coordinator is willing to make.
As a result, kickers are now actively avoiding touchbacks. The objective has shifted from maximizing distance to forcing a return. The new holy grail for a kickoff unit is to land the ball inside the 20-yard line, giving the coverage team a chance to swarm the returner and pin the opponent deep in their own territory.
The Rise of the “Placement” Kick
This new strategic imperative has given rise to a new type of kicker—or rather, a new set of skills required from every kicker. The powerful, one-dimensional swing aimed at the uprights is being replaced by a diverse and creative arsenal of kicks.
We are now seeing the “placement” kick take center stage. Instead of a single, powerful motion, kickers are developing a variety of shots designed to be difficult to handle, create unpredictable bounces, and challenge the return team’s blocking schemes. This includes:
- Knuckleballs: Kicks with minimal spin that move erratically in the air.
- Directional Squibs: Low, driving kicks aimed at specific players or open lanes.
- Corner Kicks: High-arcing kicks that aim to pin the returner to the sideline, limiting their field of vision and cutting off half the field.
The possibilities for creative plays have exploded. Just look at the perfectly executed surprise squib kick by Seattle’s Jason Myers, which led to a Seahawks recovery in the end zone for a touchdown. It’s a brilliant example of how kickers can now directly create scoring opportunities. You can see the play for yourself here: Seahawks Recover Jason Myers’ Onside Kick for a Touchdown.
The New Kicker: A Creative & Strategic Weapon
The job description for an NFL kicker has been rewritten overnight. The premium skills are no longer just hang time and pure distance on kickoffs. The new rule demands creativity, accuracy, and the ability to vary kicks on a whim. The kicker is no longer just a specialist; they are a strategic weapon.
As Tennessee Titans kicker Joey Slye aptly noted, what kickers used to do is now “almost obsolete.”
The kickers who will thrive in this new landscape are the ones who can think like a pitcher in baseball—changing speeds, hitting the corners, and keeping the opponent off-balance. They are the artists, the strategists, the precision instruments.
The kickoff revolution is here, and it has firmly established a new truth in the NFL: power is a useful tool, but in the modern game, precision reigns supreme.
About The Kicking System
The Kicking System is the premier development program for athletes dedicated to mastering the art and science of kicking and punting. We believe in building the modern specialist—an athlete defined by precision, strategy, and mental toughness. Our data-driven coaching methods and focus on cutting-edge techniques ensure our athletes are prepared for the evolving demands of the game at the high school, collegiate, and professional levels. Whether it’s field goals, kickoffs, or punts, we provide the system for success
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