David Jones' latest star recruit: Adam Goodes. Credit:Louie Douvis "Didn't really like David Jones as a store or chain but can be sure I will never set foot or spend a cent in there now," a Facebook post from Michael Tierney, of Brisbane, said. A David Jones spokeswoman reaffirmed the chain's support of Goodes following the abusive posts, most of which Fairfax Media has opted not to publish. "David Jones is proud to have Adam Goodes, a powerful and inspirational Australian, join its family of ambassadors," the spokeswoman said. "We have received significant positive feedback from our staff, customers, vendors and other stakeholders regarding Adam's appointment and our latest brand campaign."

The ambassadorship, the result of months of negotiations between the retailer and the two-time Brownlow medallist, is Goodes' first new role since he retired last month. Goodes has since revealed that he had contemplated leaving earlier, amid the booing controversy that plagued his final season. However, the 35-year-old told the Swans' Club Champion dinner that the outpouring of support after he sat out the round 18 clash against the Adelaide Crows at the SCG changed his mind. "To see the supporters, our supporters, who have stuck by me for the longest part of my journey and have always been there to support me and this football club - that's the reason why I wanted to come back," he said. By mid-afternoon David Jones' Facebook page told a similar story, as supporters flooded the Goodes post with messages of support.

The most popular comments on the thread were overwhelmingly in support of the AFL super star and the department store by 2pm. "All anyone has to do is read the comments of this video to know that Adam Goodes holds more class, patience, and bravery than everyone [sic] of these people seizing on a pack mentality to let their racism fly," commented Josh Forward. "Great campaign, amazing ambassador." The massive swing of opinion may have been driven by several media reports and high profile personalities drawing attention to the abusive posts throughout the day. Media commentator and author Tracey Spicer posted a link ot the DJs' Facebook page on her own public Facebook site and encouraged her followers to post their approval of the new brand ambassador.

NSW Minister for Aboriginal Affairs Leslie Williams also shared the video on her Facebook page, adding: "Good on you, Adam Goodes. Well done David Jones." Goodes, who was not available for comment on Monday, had previously said that he was excited to work with David Jones. "I am committed to using my name to advocate the things that are important to me, especially education, to create a better Australia for all Australians and I believe this role will give me the opportunity to do this," Goodes said. This included helping the company develop a "meaningful" Reconciliation Action Plan (RAP). "I believe when heritage organisations such as David Jones have a RAP they play an important role in 'closing the gap' by creating an inclusive society and promoting change," Goodes said.

"When they can use their voice to inspire positive change for the environment and community more generally, others will stand up and follow." - With Kate Aubusson