It wasn't supposed to happen this way. When Jake Dickert first stepped onto the Palouse as a defensive coordinator under Nick Rolovich, nobody—literally nobody—predicted he’d be the one leading the program through the most existential crisis in the history of West Coast sports. Most coaches get hired after a nice search process and a flashy press conference. Dickert got the job because the previous staff imploded over a vaccine mandate during a global pandemic.
Life moves fast in Pullman.
Honestly, the Washington State head coach position has always been one of the toughest "Power" jobs in the country. You're hours away from a major recruiting base. The weather in November is basically a localized ice age. And yet, Dickert has somehow turned "Cougs vs. Everybody" from a catchy hashtag into a legitimate blueprint for survival. While the Pac-12 crumbled around them, leaving Wazzu and Oregon State in a weird, litigious limbo, Dickert stayed put. He didn't jump for a coordinator job at a bigger school. He didn't complain about the lack of a TV deal.
He just kept winning games people thought he’d lose.
The Chaos That Created a Leader
To understand why Washington State is still relevant, you have to look at the mess Dickert inherited in late 2021. The program was reeling. The locker room was divided. National media outlets were treating WSU like a cautionary tale rather than a football team.
Dickert was the interim guy. Usually, "interim" is just a polite way of saying "the person keeping the seat warm until we hire a big name." But after a massive 40-13 blowout of Washington in the Apple Cup—in Seattle, no less—the "interim" tag didn't just fall off; it was shredded by a fan base that finally felt seen.
What makes him different? It’s the Wisconsin roots. Dickert grew up in the Midwest, played at Wisconsin-Stevens Point, and coached at places like South Dakota State and Wyoming. He’s used to the cold. He’s used to being the underdog. In Pullman, that’s not just a vibe; it’s the entire identity of the town.
Defensive Mindset in an Air Raid World
For decades, Washington State was defined by the "Air Raid." Mike Leach made it famous. Nick Rolovich tried to evolve it. But under the current Washington State head coach, the identity has shifted toward a gritty, opportunistic defense that lives for the turnover.
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Think back to the 2023 season opener against Colorado or the upset over Wisconsin. Dickert’s teams don't always have the five-star athletes that schools like USC or Oregon flaunt. They have "culture guys." It’s a bit of a cliché, sure, but when you watch a Dickert-led defense, you see a specific kind of violence. They fly to the ball. They play with a chip on their shoulder that’s roughly the size of a Ford F-150.
He leans into the "dirt on the cleats" mentality. If you’re a recruit who wants glitz, glamour, and NIL deals that come with a free Ferrari, you probably aren't going to Pullman. Dickert knows this. He recruits kids who feel overlooked. He recruits the players who were told they were too slow for the SEC or too small for the Big Ten.
Navigating the Death of the Pac-12
Let's get real about the elephant in the room. The Pac-12 as we knew it is gone. While programs like USC and UCLA chased the Big Ten money, and the "Four Corners" schools bolted for the Big 12, Washington State was left holding a bill they didn't run up.
This is where Dickert earned his paycheck.
It’s easy to lead when everything is going well. It’s significantly harder to keep a locker room together when the players are reading headlines about their conference disappearing. Every Power Four school in the country spent the last two years trying to poach WSU’s best players via the transfer portal. Some left—that's just the modern game—but many stayed.
Dickert’s messaging during this period was masterful. He didn't play the victim. Well, okay, maybe a little bit, but he did it in a way that galvanized the community. He turned the uncertainty into a weapon. Every Saturday in Martin Stadium became a middle finger to the "elites" who wanted to broadcast Wazzu into irrelevance.
The NIL Struggle is Real
Let's talk money, because honestly, that's what college football is now. Washington State doesn't have the deepest pockets. They don't have a Phil Knight. Dickert has been incredibly vocal—sometimes surprisingly so—about the challenges of NIL.
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He once famously mentioned that if fans want to keep their favorite players from transferring, they need to open their wallets for the Cougar Collective. It was a raw, honest moment. Some people hated it. They thought it was "unbecoming" of a head coach. But in 2026, it's just the truth. A Washington State head coach has to be a fundraiser, a politician, and a psychologist all at once.
Tactical Evolution: The Offense Under Ben Arbuckle
While Dickert is a defensive guy at heart, his hiring of Ben Arbuckle as offensive coordinator was a massive turning point. Arbuckle brought a high-flying, aggressive system that merged some of the old Air Raid principles with modern vertical threats.
The 2023 and 2024 seasons showed glimpses of what this looks like when it clicks. High-tempo. RPO-heavy. It puts immense pressure on the opposing secondary. Dickert realized he couldn't just win 17-14 games in the modern era; he needed an offense that could put up 40 points while his defense hunted for interceptions.
But it hasn't all been roses. Consistency has been an issue. There have been weeks where the offense looked like a Ferrari and weeks where it looked like it was stuck in a Pullman snowbank. Critics point to the mid-season slumps that have occasionally plagued Dickert's tenure. Some fans wonder if the program can truly take the next step without a guaranteed seat at the "Big Five" table.
What Most People Get Wrong About Pullman
National analysts often talk about Washington State like it’s the middle of nowhere. It drives me crazy.
Pullman is one of the last true college towns left in America. When the Cougs are winning, the entire Palouse vibrates. Dickert has leaned into this "small-town" advantage. He doesn't try to make Wazzu something it's not. He embraces the isolation. He uses it to build a "us against the world" brotherhood that is nearly impossible to replicate at a commuter school or a massive city university.
The Recruiting Reality
Let's look at the numbers. Washington State usually ranks in the 50s or 60s nationally in recruiting. On paper, they should lose to half their schedule. But they don't.
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Dickert’s staff focuses heavily on "evaluation" over "star ratings." They look for the kid in rural Idaho or Eastern Washington who hasn't been to every Nike camp but has a frame that can add 30 pounds of muscle. It’s an old-school approach in a new-school world. And honestly? It works. Just look at the NFL scouts who keep showing up at pro days in Pullman. The talent is there; it just usually arrives as a raw lump of clay.
Why Dickert Still Matters in the "Super League" Era
As college football drifts toward a future where 30 or 40 teams might break away into a professional-style league, coaches like Jake Dickert are the ones keeping the "college" in college football.
He represents the middle class of the sport. If Wazzu can stay competitive, win 8-9 games a year, and knock off a few giants along the way, it proves that the sport still has a soul. If the Washington State head coach can keep his program relevant despite the massive financial disadvantages, he’s doing one of the best coaching jobs in the country—even if he doesn't get the same airtime as Kirby Smart or Steve Sarkisian.
The Next Steps for the Program
So, where do they go from here? The schedule has changed. The rivalries have shifted. But the mission remains the same.
If you're a fan or a student of the game, here is what you need to watch for in the coming seasons:
- The "Pac-2" Scheduling Alliance: How Dickert handles the mix of Mountain West opponents and the remaining high-profile games will define his legacy. He has to avoid "playing down" to competition.
- Transfer Portal Retention: The biggest battle isn't on the field; it's in the months of December and April. Can Dickert keep his star quarterbacks and pass rushers from being "bought" by the Big Ten?
- The Apple Cup's New Identity: Now that it's a non-conference game, the pressure on Dickert to win this game has actually increased. It’s no longer just a rivalry; it’s a statement of belonging.
Washington State football is in a precarious spot, but they have the right guy at the helm. Dickert is young, energetic, and genuinely seems to love the Palouse. In a sport where coaches treat jobs like stepping stones, his commitment to Pullman feels like an anomaly.
Keep an eye on the Cougs. They aren't going away quietly. And if you’re betting against Jake Dickert, you clearly haven't been paying attention to how he got the job in the first place.
Actionable Insights for the WSU Community:
- Support the Collective: If you care about the roster, NIL is no longer optional. It is the primary driver of talent retention in Pullman.
- Pack Martin Stadium: Home-field advantage is the only way WSU overcomes the talent gap against larger programs. The atmosphere in Pullman is a genuine recruiting tool.
- Patience with the "New" Schedule: The transition period will be weird. Expect some growing pains as the program navigates its new independent/hybrid status.
The Palouse is a special place, and under Jake Dickert, it remains one of the most dangerous places in the country for a "big-name" school to visit. Just ask any team that’s had to leave Pullman with a loss and a long, quiet flight home.