David Jones has raised the stakes in its bid to be an ethical retailer.
The department store has signed Adam Goodes as a brand ambassador.
The former AFL star has also been appointed to advise David Jones on establishing a Reconciliation Action Policy (RAP).
It is understood the retailer aims to have a RAP finalised by May 2016 to support the wellbeing of employees in the workplace.
In his first role as ambassador, Goodes will feature alongside Jessica Gomes and musician Tim Rogers in the new "It's In You" campaign.
Earlier this year, David Jones revealed a strategy to ensure all products on its floors are ethically sourced.
Speaking at Ragtrader Live in August, David Jones ethical sourcing manager Jaana Quintance-James revealed over 80% of suppliers had already signed on to the policy.