University of North Carolina Athletics
Black History Month Spotlight: Joel James
February 13, 2025 | General, Men's Basketball
Growing up in a community of humble, working, middle-class people, Joel James was taught early on that whatever he was going to do in life, he was going to have to work for it.
To this day, James' father says, "As long as I am healthy and strong, I will have a job." James' dad, who is 75 years old, still embodies the work ethic that he taught and instilled in Joel growing up.
"I carry that mindset from my parents each and every day," said James. "Being able to be healthy, to have and hold a job is a gift."
Fast-forwarding to graduating from high school and moving to Chapel Hill, James found himself on the hardwood as a freshman with a team that was mainly underclassmen. During his first season, James played in 30 games while making three starts.
"I knew that group of underclassmen had the ability to go far, and I wanted to be a part of it," said James.
James continued to be a reliable role player his sophomore season. He started 10 more games than he did as a freshman and did whatever legendary coach Roy Williams asked of him.
After his sophomore season, James' mindset towards his abilities began to shift.
Steve Robinson, a former assistant coach at North Carolina, noticed something in James that Joel himself failed to recognize. "Coach Rob told me every day, 'Joel, your best basketball is yet to come.' "
After his junior year at Carolina, James was the co-recipient of UNC's most improved player award. On the court, he scored six or more points 10 times, something he did once as a sophomore.
James' basketball momentum continued into his final year at Carolina. As a senior, he was named a team co-captain along with classmates Marcus Paige and Brice Johnson. James played in 37 games, starting 10. He helped lead the Tar Heels to the ACC regular season and ACC Tournament titles. Then, he helped the team reach the NCAA championship game before losing on a last-second shot by Villanova. James and the Tar Heels finished the season ranked No. 3 in the AP poll and No. 2 in the coaches' poll.
After the season and before graduation, James met with Coach Roy Williams in the team's standard exit meetings. In the meeting, Williams asked him what his plan was once he graduated. "I didn't know what I wanted to do," he said. "My plan was to graduate, move back home and figure things out."
Luckily, coach Williams already had it figured out. "I think you should consider playing basketball professionally," said Williams. "You have grown so much during your time here."
So, after graduating in 2016, James began his professional basketball career overseas.
Over the course of eight years, James played professionally in Japan, Turkey, Russia, Mexico, Portugal and Canada.
Then, in 2024, with a wife and his kids, James made the decision to step away from basketball and focus on a new chapter of life.
"I wasn't sure what I wanted to do," said James. "All I knew is that I wanted to make an impact in whatever came next."
Now, James has been hired as the Assistant Director of Leadership and Engagement here at Carolina. "My new role helps student-athletes figure out their interests and what they want to do after graduation." James said. "We get to come up with a plan in which student-athletes find jobs that they see themselves doing for a long time while having a positive impact on those around them."
As James transitions to a new chapter of life back in Chapel Hill, his view on work remains the same as it did when he was growing up. "I have always viewed work as a privilege," he said. "If you've been given the gift of health, and the ability to land a job, you need to take pride in what you've been asked to do while bettering the lives of those around you."
It's safe to say that the way James views work is something that current and future Tar Heels will be impacted by for years to come.
"It only makes sense to me to work a job that I can be a conduit of good and give back to others."
Follow along as Carolina Athletics celebrates Black History Month throughout February 2025.
To this day, James' father says, "As long as I am healthy and strong, I will have a job." James' dad, who is 75 years old, still embodies the work ethic that he taught and instilled in Joel growing up.
"I carry that mindset from my parents each and every day," said James. "Being able to be healthy, to have and hold a job is a gift."
Fast-forwarding to graduating from high school and moving to Chapel Hill, James found himself on the hardwood as a freshman with a team that was mainly underclassmen. During his first season, James played in 30 games while making three starts.
"I knew that group of underclassmen had the ability to go far, and I wanted to be a part of it," said James.
James continued to be a reliable role player his sophomore season. He started 10 more games than he did as a freshman and did whatever legendary coach Roy Williams asked of him.
After his sophomore season, James' mindset towards his abilities began to shift.
Steve Robinson, a former assistant coach at North Carolina, noticed something in James that Joel himself failed to recognize. "Coach Rob told me every day, 'Joel, your best basketball is yet to come.' "
After his junior year at Carolina, James was the co-recipient of UNC's most improved player award. On the court, he scored six or more points 10 times, something he did once as a sophomore.
James' basketball momentum continued into his final year at Carolina. As a senior, he was named a team co-captain along with classmates Marcus Paige and Brice Johnson. James played in 37 games, starting 10. He helped lead the Tar Heels to the ACC regular season and ACC Tournament titles. Then, he helped the team reach the NCAA championship game before losing on a last-second shot by Villanova. James and the Tar Heels finished the season ranked No. 3 in the AP poll and No. 2 in the coaches' poll.
After the season and before graduation, James met with Coach Roy Williams in the team's standard exit meetings. In the meeting, Williams asked him what his plan was once he graduated. "I didn't know what I wanted to do," he said. "My plan was to graduate, move back home and figure things out."
Luckily, coach Williams already had it figured out. "I think you should consider playing basketball professionally," said Williams. "You have grown so much during your time here."
So, after graduating in 2016, James began his professional basketball career overseas.
Over the course of eight years, James played professionally in Japan, Turkey, Russia, Mexico, Portugal and Canada.
Then, in 2024, with a wife and his kids, James made the decision to step away from basketball and focus on a new chapter of life.
"I wasn't sure what I wanted to do," said James. "All I knew is that I wanted to make an impact in whatever came next."
Now, James has been hired as the Assistant Director of Leadership and Engagement here at Carolina. "My new role helps student-athletes figure out their interests and what they want to do after graduation." James said. "We get to come up with a plan in which student-athletes find jobs that they see themselves doing for a long time while having a positive impact on those around them."
As James transitions to a new chapter of life back in Chapel Hill, his view on work remains the same as it did when he was growing up. "I have always viewed work as a privilege," he said. "If you've been given the gift of health, and the ability to land a job, you need to take pride in what you've been asked to do while bettering the lives of those around you."
It's safe to say that the way James views work is something that current and future Tar Heels will be impacted by for years to come.
"It only makes sense to me to work a job that I can be a conduit of good and give back to others."
Joel James made quite the impression on the 2012-16 @UNC_Basketball squads. Now he's returned to Chapel Hill with the goal of creating an impact in the first chapter of his post-basketball life.
— UNC Tar Heels (@GoHeels) February 13, 2025
✍️ https://t.co/AeIm4xNSWt Exclusive | Black History Month Spotlight: Joel James ➡️… pic.twitter.com/AUbcWY7gBT
Follow along as Carolina Athletics celebrates Black History Month throughout February 2025.
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