Cooper Kupp's recent struggles appear to be a combination of injury issues, declining performance metrics, and changes in team strategy and usage.

• Injuries and Physical Decline: Kupp has a history of injuries, including a notable ankle injury that caused him to miss games early in the 2024 season. While no current injury was officially reported late in the season, speculation from fans and analysts suggests he may have been playing through undisclosed or lingering injuries that affected his ability to perform and separate from defenders

. His yards after catch and ability to get open have significantly declined over the past few years, ranking near the bottom among NFL receivers in recent seasons, indicating a measurable drop in his physical effectiveness

• Reduced Targets and Role Change: After a strong start to the 2024 season, Kupp's targets dropped sharply in the latter part, from averaging over 10 targets per game early on to about 3 targets per game in the final weeks. This led to very limited production, with only a handful of receptions in the last several games and playoffs

. This reduction in targets is not fully explained by injury alone; it also seems related to a shift in offensive strategy, with other receivers like Nacua receiving more focus and Kupp no longer being the primary motion player or first read on many plays

• Age and Contract Considerations: Approaching 32 years old, Kupp is considered an aging veteran, and his injury history combined with declining performance has led to questions about his future with the Rams. His sizable contract and reduced on-field impact make his retention or trade a complicated decision for the team

In summary, Cooper Kupp's recent difficulties stem from a mix of injury- related limitations, a notable decline in key performance metrics like getting open and yards after catch, and a changed role within the Rams' offense that has significantly reduced his targets and involvement in the passing game. These factors collectively explain why a previously dominant receiver has struggled to maintain his earlier production levels