James was an 1965 and 1966 All-State fullback and linebacker and led the 1966 Tiger football team that won eight games in an era when most high school football schedules only included 10 games per year. He played in the 1967 High School All-Star Football Game. Bruce then went on to the University of Arkansas where he lettered three years in football. A star defensive end, he was named to the Football Writers All-America  and Look Magazine All-America teams in 1970.

He is enshrined in the State of Arkansas Sports Hall of Fame, the Southwest Conference Sports Hall of Fame and the University of Arkansas Hall of Honor, and is believed to have been the first First Team All-American from Jackson County, Mississippi. Bruce was drafted by the Philadelphia Eagles in 1973.