David Jones has been flooded with support after an initial social media backlash over its appointment of Adam Goodes as a brand ambassador.
The "booing" and other negative comments on the store's Facebook page echoed the reaction the AFL champion and Australian of the Year received from some football spectators when he played for the Sydney Swans.
But there has also been support for Goodes and DJs.
"The racism is strong tonight. It's weird how he scares you all so much. Such a strong reaction from the keyboard warriors," wrote Belinda Nash.
"The racist comments posted here only prove that Adam Goodes was the victim of a concerted campaign of racial vilification. David Jones has been and continues to be my favourite store," said Carol Connolly.
"Great choice David Jones, Adam is a classy gentleman," wrote Julie Aimer.
"Milestone for DJs. More indigenous faces on screens, in advertising, in movies and TV. It's time we acknowledged the legitimacy of these people in all possible ways. And what better guy to lead the charge but Adam Goodes," said Luke Devine.
David Jones said it was proud to have Adam Goodes as an ambassador and to work on its reconciliation action plan and broader corporate social responsibility program.
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