MADISON, Wis. — In a place known for bratwursts and airport cheese shops, Wisconsin football is embracing a return to its physical, calorie-burning identity this offseason.
Now two years into head coach Luke Fickell’s tenure, the Badgers are undergoing a clear identity shift. They’ve moved away from the Air Raid system and embraced a tougher, more traditional brand of football on offense, highlighted by the addition of a seasoned transfer quarterback and a revamped defensive line.
“We finally have an identity that suits us,” Fickell said recently.
Following a disappointing 12-13 record over the last two years — including a bowl-less 2024 season for the first time since 2001 — Fickell made significant changes. He fired offensive coordinator Phil Longo and brought in Jeff Grimes from Kansas to lead a more physical, balanced offense.
Maryland transfer Billy Edwards Jr. has taken over at quarterback and, unlike past years, was given the leadership reins from day one. Fickell admitted past mistakes of not clearly designating a starter early enough, which he believes hindered leadership development. Edwards has made a strong impression with his urgency, work ethic, and efforts to earn trust across the roster.
Last season’s late collapse — five straight losses to end the year and a near-bottom finish in the Big Ten against the run — prompted a defensive overhaul. Fickell, a former Ohio State defensive lineman, took the poor defensive front play personally. Seven new defensive linemen were brought in through the transfer portal to address both size and experience.
Reflecting on his first two years, Fickell noted that unlike at Cincinnati, where internal growth fueled success, Wisconsin’s turnaround required more outside help and hard conversations. He acknowledged that the team needed to get bigger, older, and more physical — because the Big Ten, now with 18 teams, is a “grown man’s league.”
Expectations are high internally, but Fickell is realistic about the challenges ahead. The 2025 schedule includes powerhouses like Alabama, Ohio State, Michigan, and Oregon. He emphasizes a “mountain to climb” mindset and made sure incoming transfers understood the uphill battle.
While much criticism has centered on the offense, Fickell points out the defense was the greater issue last year, particularly their inability to stop the run. He stressed that no scheme could overcome a lack of physicality — a key lesson from 2024.
The move to the new Big Ten structure, without divisions, has changed Wisconsin’s place in the landscape. Fickell wants the program to be more than a former Big Ten West power — he wants it to be nationally relevant again.
Key players like right tackle Riley Mahlman and lineman Joe Brunner are expected to be leaders as Wisconsin leans more on its offensive line in a scheme that demands more from them. The goal is not just to be balanced, but to give the team’s strength — the offensive front — greater responsibility and ownership.
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