EUGENE — Judging by the buzz around B.J. Kelley's offseason film, Oregon's sophomore wide receiver is already a breakout sensation. Behind the closed gate to practice, it's harder to gauge whether he can match that star turn on the football field.

Kelley uploaded the video in question, nicknamed "death drop," Saturday to his account on the social media app Vine. It starts with the 6-foot-2, 183-pound wideout dancing harmlessly. Suddenly, he bends backward preposterously low, nearly touching his knees and back to the floor at the same time — the "drop" — all while keeping his feet on the ground before rising with a laugh. It all happens in less time than it takes to run an Oregon play.

Based on the special effects he loved from "The Matrix," Kelley's clip has been liked nearly 21,000 times, shared by almost as many and is unmatched by the hundreds who've sent him videos of their own attempts.

His teammates who've tried — don't tell this to UO's coaches and trainers — have actually looked worse, Kelley says.

"It's an original move," he said. "I should probably trademark and put my name on it. I wasn't really expecting a reaction like that."

It's an apt window into the personality of an ebullient young man with fleet feet and physical gifts who's always been well-liked. As the first week of Oregon's fall camp nears its close, UO's rising social media star understands the only approval he needs now is that of new receivers coach Matt Lubick.

"He's really technical," Kelley said.

It's the details that will either make him the "star" offensive coordinator Scott Frost says he can be, or keep him off the field until late in blowouts. Both Kelley's touchdown passes last season came with Oregon up at least three touchdowns. He caught six passes for 103 yards overall.

The improvement begins with running sharper routes, an issue he's continually worked on since high school in Fresno, Calif., where he teamed up with Cal running back Brendan Bigelow. His top-end speed overcame his raw skills to produce a 24.0-yards-per-catch average and 17 touchdowns as a senior. Speed runs in the family: His brother, Kai, was an All-American hurdler at USC from 2005-08.

"He's a vertical threat for sure, who has big-play capabilities and making catches," said Casey Quinn, Kelley's high school coach who's known Mark Helfrich since they were teens. "He's a long-levered kid, I loved his wingspan."

That straight-ahead speed makes his "ceiling go through the roof," Lubick said. This spring Kelley ran the 100 meters in 10.65 seconds, the 200 in 21.37 and was a member of Oregon's short relay that made the NCAA championships in June.

His nickname, it should come as no surprise, is "Rocket."

In this go-go-go world of Oregon football, though, Kelley is learning not everything is about how fast something can be done. He's heeding Lubick's lessons this camp about playing smarter, such as using hesitation moves, being faster coming out of his breaks or showing patience on a block downfield.

"Coaches always talk about efficiency," he said. "It's hard to go fast all the time. "

It boils down to caring about the details and holding himself accountable. Coaches sacrifice time to correct mistakes in practice in order to run as many repetitions as possible, leaving it to the player to get his homework done on the film.

"If you're a defensive back and you have the fear of someone running by you, you have to play softer and it makes every route better," Lubick said. "... What consistency is is making the catches and the blocks you're supposed to make and then also being consistent on and off the field. ... What I'm really proud about is he's doing things off the field a lot better than he was in terms of taking care of business, going to class and sitting in front of the room. He was a guy who was a good student but he's become a better student."

The rewards for such diligence are large. Despite the return of all but two of the team's pass-catchers from last season, it is here maybe moreso than any other position that a talented youngster can quickly rise in the ranks. As a freshman in 2012, Bralon Addison caught 22 passes for 243 yards, three touchdowns and had the team's longest pass play at 55 yards. Already this week, Frost has highlighted the work of freshmen Devon Allen and Chance Allen.

"We don't have any set positions," Kelley said. "You can come in here and work hard and be on the field."

That opportunity is open for Kelley, who's showing signs of finally finding comfort in Oregon's accelerated learning curve.