The room was filled with emotion, vision, and intention at the “Show U Off” Luncheon, hosted on April 12, 2025, by the Faiyaz Freedom To Breathe Foundation at The Mint Museum in Charlotte. At the center of it all was Janay Marie James, the moderator who led the event’s only panel, “Strength In Sisterhood,” with clarity, poise, and purpose.
After the powerful discussion wrapped, Rolling Out caught up with James to talk about what it takes to design events that actually move people — and why intention, not image, remains her true north.
James, a mentor, educator, and strategist, believes that a successful event isn’t about aesthetics — it’s about alignment. Below, she shares what keeps her grounded, how she stays true to the mission, and why anyone can begin giving back, even without a roadmap.
Building with intention, not image
When asked about the “secret sauce” to building a foundation that truly works, James keeps it simple: it all starts with intention.
“I think the secret sauce is intention,” she says. “When you build a nonprofit, it’s for service. You’re serving whatever community that needs resources.”
Especially when working with athletes and entertainers, James emphasizes the importance of personal connection. “Being intentional about what can I do as an individual, or what can we do as a community to fill that void or help where there’s help needed — that’s everything.”
Making an impact that matters
In an industry where many foundations exist mainly for public relations, James stays firmly focused on substance over style.
“It goes back to intention,” she explains. “A lot of foundations, at the end of the year, do an impact report. What did we really do? How did we really contribute? When you can put it down on paper, then you know that you’re legitimately doing things that need to be done.”
James believes real change can be measured — not by social media buzz, but by tangible results in the lives of the people being served.
Keeping humanity at the center
James’s work often involves guiding high-profile individuals like Brent Faiyaz through public initiatives while preserving their authenticity.
“I always ask them for real — before they do an interview or anything — how do you feel about this? What do you like about this?” she shares. “Making sure I’m still connected to them as a human being and an individual, versus them being a big platform. You are a human, and you are sharing your gift with the world.”
Her approach is grounded in trust, empathy, and a commitment to protecting the humanity behind the celebrity.
Leading with communication and energy
When it comes to creating programs that stay true both to the celebrity’s story and the needs of the community, James doesn’t feel pressure — she feels purpose.
“If the people stay true to themselves, then I stay true to me,” she says. “I need to know what you feel comfortable with doing. So that’s how we’re gonna move. Proper communication.”
For James, alignment and authentic energy are essential to building programs that are both effective and sustainable.
Advice for young changemakers
Asked what advice she would give to young athletes or influencers looking to give back, James’s message is clear: don’t overthink it.
“Just do it,” she says. “Like Nike. Just do it. You know somebody that needs something. Start there.”
Rather than waiting for the perfect plan or perfect timing, James encourages young changemakers to act with heart, starting with the needs closest to them.
“If it’s somebody that you care about, you know that they need something, that they’re without — start there. Anything helps.”
Janay Marie James is proof that true leadership isn’t about image — it’s about intention, action, and heart. By focusing on real service, authentic connections, and measurable impact, she continues to uplift communities and inspire the next generation of changemakers.
