The Racism in Australia – Adam Goodes Joins Retailer David Jones

19 Oct

Adam Goodes is a star of Australian Rules Football, and has been awarded the league’s highest honor twice. Adam is one of the most successful people in Australia with an Aboriginal background. Over his last year of playing, racist Australian fans have peppered him with racist curses and chants. Goodes has retired from Football, and has been hired as a Brand Ambassador for leading Australian retailer David Jones.

Not without the racists piping up about it…

David Jones flooded with abuse after Adam Goodes announced as ambassador

The rugged looking Adam Goodes looks to me to be a better model than the usual hyper skinny boy types employed in the fashion industry. I would think most men would relate more to a guy with a few dings.

David Jones’ Facebook page has been flooded with abusive and racist posts after former Sydney Swans star Adam Goodes was unveiled as the retailer’s latest brand ambassador.

The messages, which include remarks about indigenous Australians and dozens of boos, began appearing on Sunday soon after the retailer posted a campaign video featuring the former Australian of the Year.

Goodes is to star in the David Jones “It’s In You” campaign as one of six ambassadors, including model Jessica Gomes and You Am I frontman Tim Rogers.

He will also advise the company on reconciliation issues and its corporate social responsibility program.

“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.



Posted by on October 19, 2015 in The New Jim Crow


Tags: , , , , , , ,

11 responses to “The Racism in Australia – Adam Goodes Joins Retailer David Jones

  1. Up to you

    November 4, 2015 at 3:41 AM

    You say he looks rugged. Apart from this being an outdated topic, it is entirely up to you how you want to swing.


    • btx3

      November 4, 2015 at 12:44 PM

      I really can’t help you on your gender suppression issues…

      Try Dr Phil


  2. Up to you

    November 4, 2015 at 3:41 AM

    His father was a white guy


  3. Is that you, mother?

    November 4, 2015 at 4:44 PM

    Gender suppression issues? Now, that is different. Wasn’t racism the theme? What has gender got to do with Adam Goodes? He has never played that card. In fact, he does have a somewhat James Bond aura in his David Jones promo picture. Oops. Should that have been non-gender Jamie Bond?


    • btx3

      November 4, 2015 at 4:51 PM

      Had to do with “Up to You’s”….”swinging”. Which is American slang for same gender preference. I am guessing you are Australian.


      • Where do you come from?

        November 4, 2015 at 5:48 PM

        Link, please. Google doesn’t seem to show “Up to you” as American slang when searched.


      • btx3

        November 4, 2015 at 6:06 PM

        I believe the article I quoted from the Sydney Morning Herald used the term “It’s In You”, which is an advertising slogan developed by retailer David Jones. I would assume that has some local significance?

        If you click on the red Article title – it should take you directly to the article I quoted from. Just like this one…

        David Jones flooded with abuse after Adam Goodes announced as ambassador


  4. Where do you come from?

    November 4, 2015 at 5:20 PM

    The use of the word “guessing” rather than “assuming” is one that I, as an antipodean, would favour. Seeing as the whole Goodes’ incident hit a high note after some kid said he looked like an ape or similar, I am at a loss trying to figure how an American slant could accurately view this down under topic. Unlike the USA , there is not a proliferation of “blacks” as Americans would say). The code of football Goodes played is most popular in the southern states, rather than the rugby league states of NSw and Queensland, where the Goodes’ name doesn’t draw much attention. As for “up to you” … Well, whatever goes on behind closed doors in the good ole US of A, is only the concern of those involved, as long as it is legal.


    • btx3

      November 4, 2015 at 6:00 PM

      Been far too long since I have visited your country.

      Taking the parochial view, it indeed might not be of interest to anyone outside the oversized island. However, this here Internet does connect us all, and a world which…despite some modest geographical isolation…Is of interest. Even if it weren’t for the magnificent wines produced a bit to the South of you.

      Last I checked, my modest site has been visited by folks from over 60 countries. And I sometimes write about events in other countries of interest. I am based in what is probably the most International area in the US. Name a country and chances are there is someone from there living here…And a restaurant serving their national eats. Over the last 20 years, I have enjoyed the opportunity to work in a number of countries, and as the result of that, tend to keep an eye on the local landscape.



    November 7, 2015 at 6:56 AM

    So what are you really trying to say?


    • btx3

      November 7, 2015 at 12:28 PM

      Some of you fellow Aussies are bigots, mate!



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