"The kid is coming into his own," said a Rams' official. "We knew that he had the potential to be a difference maker, but he is finally getting a chance to show off his skills."
Avery has 14 receptions for 291 yards and two touchdowns since joining the starting lineup in Week 6 against the Redskins.
"[Avery's] ability to get open down the field definitely makes you hesitate before committing eight men to the box," said a long-time NFL coach. "If you leave him singled up on the outside, he is showing that he can make you pay."
Though the Rams originally drafted Avery with the notion of using him as a slot receiver in their three-and-four-receiver sets, he is quickly becoming their most valuable offensive weapon. In the past, seven-time Pro Bowl receiver
Until they do, Avery's emergence as a top flight deep threat has catapulted him into consideration as the league's Offensive Rookie of the Year.