2015年10月19日
Adam Goodes signs with David Jones as a brand ambassador
DAVID Jones has stood by its decision to hire former AFL star Adam Goodes as a brand ambassador, after several customers posted racist complaints about the appointment on the David Jones Facebook page.
On Sunday Goodes revealed his first professional role since retiring from the AFL in September, joining fellow ambassadors Jessica Gomes and You Am I frontman Tim Rogers in the brand’s new ad campaign. Goodes will also advise the retail giant on indigenous reconciliation.
Several commenters were quick to criticise and posted racist remarks on a series of videos on the David Jones Facebook page.
“There’s no other bore like David Jones. Your new RAP [Reconciliation Action Plan] star is a big sook. Boooooooooooooooooooooooooooooooooooooo,” wrote one user.
Another wrote: “Isn’t this the bloke that vilified a 13 year old girl because he is too touchy about being Aboriginal? Bugger David Jones and this bloke.”
But other commenters praised the department store for signing the former Sydney Swans star and Australian of the Year.
“A shout out to DJ for choosing Adam Goodes. Ignore racist bogans’ comments and be the leader we need in bringing down ugly racism in Australia. You have my support!,” one user wrote.
“Would never shop at David Jones. Until now. Congratulations on securing the services of one of Australia’s finest blokes. Makes me want to shop there,” said another.
A David Jones spokeswoman told the company had hidden some “highly offensive” posts and comments on its Facebook page. When posts and comments are hidden, they are not deleted but remain visible only to the original poster’s friends.
“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 dual Brownlow medallist said in a statement he was committed to using his name to create a better Australia for all Australians and believed the role gave him an opportunity to do this.
“Many months ago I met with the team from David Jones and the topic of whether I would advise them to develop a RAP came up,” he said.
“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.
“When they can use their voice to inspire positive change for the environment and community more generally, others will stand up and follow.”
David Jones chief marketing officer David Robinson described Goodes as “aspirational and inspirational”.
“We are deeply committed to developing a meaningful RAP and thrilled to have Adam Goodes on board to advise us on this,” he said in a statement.
David Jones’s new campaign It’s In You, set to the track Power by Kanye West, is a continuation of the store’s attempt to freshen up the brand and attract 18 to 34-year-old shoppers.
In his first media interview since retiring, Goodes told Sydney University’s Honi Soit newspaper he planned to continue his fight against racism and domestic violence, and to support constitutional recognition for indigenous Australians.
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