David Jones has strongly defended the appointment of its latest brand ambassador.
As reported earlier today, the department store has announced a partnership with sporting icon Adam Goodes.
While the campaign has received an overwhelmingly positive response on social media, the brand's Facebook page has been hit with negative feedback.
"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," one follower wrote.
"Must be promoting their new 'flog' range," another commented.
A David Jones spokesperson said the department store is proud to be associated with Goodes.
"David Jones is proud to have Adam Goodes, a powerful and inspirational Australian, join its family of ambassadors.
"Adam features in our recently launched campaign #itsinyou and will also work with David Jones on its Reconciliation Action Plan and its broader Corporate Social Responsibility program, which we call the Good Business Journey.
"We have received significant positive feedback from our staff, customers, vendors and other stakeholders regarding Adam’s appointment and our latest brand campaign."
Goodes also stood by the partnership.
"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.
"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.
"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."