Shanahan’s Play Calling Evolution: How the 49ers’ Offense Stays Ahead of the Curve in 2025
The San Francisco 49ers’ offense, orchestrated by head coach Kyle Shanahan, has long been a subject of fascination and admiration in the NFL. Known for its innovative schemes and adaptability, the 49ers’ attack consistently ranks among the league’s best. Even after a 2024 season where injuries and inconsistency plagued the team, the offense still managed to finish ninth in PFSN’s Offense+ metric and 11th in EPA per play. As the 2025 season approaches, the question isn’t whether the 49ers will have a good offense, but how Shanahan will evolve his play-calling to keep the team ahead of the curve.
The Shanahan System: A History of Success
The Shanahan name is synonymous with offensive innovation in the NFL. Kyle’s father, Mike Shanahan, led the Denver Broncos to two Super Bowl titles in the late 1990s with a groundbreaking “outside zone” running scheme. Kyle has built upon this foundation, creating offenses that consistently elevate the play of quarterbacks and running backs.
Shanahan’s success isn’t tied to one particular player. He has a knack for tailoring his system to the strengths of his personnel. Whether it was Robert Griffin III’s mobility in Washington, Matt Ryan’s passing prowess in Atlanta, or Jimmy Garoppolo’s quick decision-making in San Francisco, Shanahan has found ways to maximize his players’ abilities. In fact, during his 12 years as an NFL play-caller, Shanahan has created a passing offense that produced a higher league-wide rank in EPA per play than the rank of the quarterback’s PFF passing grade nine times.
Adapting to the Modern NFL
The NFL is a copycat league, and defenses are constantly adapting to the latest offensive trends. Shanahan’s ability to anticipate these adjustments and counter them is what sets him apart. As defenses began to prioritize stopping the 49ers’ running game, Shanahan has incorporated more passing concepts, including empty backfields and spread formations.
In 2025, Shanahan may need to lean even more on the passing game. With Deebo Samuel Sr. gone, the 49ers will need other players to step up and contribute in the passing attack. Quarterback Brock Purdy, now armed with a lucrative five-year, $265 million contract, will be asked to shoulder more responsibility.
The Purdy Factor
Brock Purdy’s emergence as the 49ers’ starting quarterback has been a key factor in the team’s offensive success. After a stellar 2023 season, Purdy faced challenges in 2024 as injuries impacted his game and the team’s overall performance. However, he still managed a respectable 96.1 passer rating.
Shanahan remains confident that Purdy has yet to play his best football. “Brock did come into a good situation, where we were at the prime of our team, and that made it a lot easier for him to play at one of the highest levels in the league,” Shanahan said. “But his job gets harder when those guys aren’t there. Now, does that mean he’s got to play better? Yeah, you hope you can elevate his game.”
Purdy’s ability to make quick decisions and accurate throws makes him an ideal fit for Shanahan’s system. His rapport with tight end George Kittle is particularly important, as Kittle is a reliable target in the passing game and a valuable blocker in the running game. In 2025, Kittle may be asked to take on an even larger role in the offense, especially with Brandon Aiyuk expected to miss time early in the season due to injury.
The Running Game Evolution
While the passing game may take on a larger role in 2025, the 49ers’ running game will still be a vital part of the offense. Christian McCaffrey remains one of the league’s most dynamic running backs, and his ability to catch passes out of the backfield makes him a valuable weapon in Shanahan’s system.
The 49ers will need to find ways to keep McCaffrey fresh throughout the season. With Jordan Mason gone, other running backs like Isaac Guerendo and Jordan James will need to step up and contribute. The team’s offensive line will also need to improve its run blocking, as the 49ers struggled to consistently establish the run in 2024.
The Red Zone Conundrum
One area where the 49ers’ offense struggled in 2024 was in the red zone. Despite moving the ball effectively between the 20s, the team often had difficulty converting drives into touchdowns. This was due in part to injuries and inconsistency at the quarterback position, but also to play-calling decisions.
In 2025, Shanahan will need to find ways to improve the team’s red-zone efficiency. This could involve incorporating more play-action passes, utilizing Kittle and other big-bodied receivers in the passing game, and finding creative ways to get McCaffrey involved.
The Klay Kubiak Influence
While Kyle Shanahan is the primary play-caller for the 49ers, he has shown a willingness to delegate play-calling duties at times. In the 2024 season finale against the Arizona Cardinals, Shanahan handed over play-calling responsibilities to offensive assistant Klay Kubiak.
Kubiak’s father, Gary Kubiak, was a successful NFL head coach and offensive coordinator, and Klay has been a valuable member of Shanahan’s staff since 2021. Shanahan has expressed confidence in Kubiak’s ability to call plays, and it’s possible that Kubiak could have a larger role in the offense in 2025.
Staying Ahead of the Curve
The San Francisco 49ers’ offense is a constantly evolving machine. Kyle Shanahan’s ability to adapt his play-calling to the strengths of his personnel and the adjustments of opposing defenses is what makes the 49ers’ attack so difficult to stop.
In 2025, Shanahan will need to continue to evolve his play-calling to keep the 49ers’ offense ahead of the curve. This could involve leaning more on the passing game, improving the team’s red-zone efficiency, and giving Klay Kubiak a larger role in the offense. With Brock Purdy at the helm and a talented group of skill-position players, the 49ers’ offense has the potential to be one of the league’s best in 2025.