David Jones 'disappointed' by reaction to Adam Goodes appointment.

David Jones has defended its decision to enlist former Sydney Swans player Adam Goodes as a brand ambassador after its Facebook page was flooded with hate-filled comments.

The retired AFL player and former Australian of the Year is one of six new ambassadors for the retail giant and features in its new It's In You advertising campaign.

"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 comment said.

"David Jones where all the sooks go."

Others just wrote "boo", referencing the repeated heckling and controversy that dogged the latter days of Goodes' AFL career.

Outside David Jones' flagship store in Sydney today, shoppers reacted to the social media sledging of Goodes.

"There's a lot of hate and stuff and I don't think it's nice," one shopper said.

"Social media's such a bad platform for that, like it is horrible what people post on there because they just hide behind the keyboard."

"He's a bit outspoken, Goodsey," another shopper said.

"I like where he's coming from but he just does it the wrong way."

A third shopper said: "As far as his strutting on the field like he did, nobody boos the New Zealanders for doing the Haka."

In a statement, David Jones said it was disappointed with the reaction.

"David Jones is proud to have Adam Goodes, a powerful and inspirational Australian, join its family of ambassadors," the statement said.

"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.

"We have received significant positive feedback from our staff, customers, vendors and other stakeholders regarding Adam's appointment and our latest brand campaign."

Western Sydney University professor David Rowe has written extensively on culture, sport and society, and said he is "pretty horrified" by the online reaction.

"[I'm] not entirely surprised, I suppose because of the booing - either physical or virtual - has continued despite protests and representations over some time," Professor Rowe said.

"This is an extension of that, it's just moved into a different realm, we've now moved into retail."

"Retail racism, I think we could call it."

Mr Goodes was booed at AFL games for several seasons and the ongoing abuse contributed to him retiring from the game this year.

Professor Rowe said this latest controversy is evidence that the booing was never about football.

"I recall looking at the debate at the time when all the booing was going on, especially at its height, going through every reason that I could imagine - sporting and otherwise - and I'm sorry, for me it ultimately came down to the fact that this was racism and it had little to do with sport," he said.

"It was a visceral reaction by some people, encouraged by people in the media who should know better - especially people on the commercial talkback radio - who constantly attacked him, claimed that he was victimising the young girl who called him an ape, calling him virtually a prima donna, someone who was always complaining, someone who was calling out racism."

Professor Rowe said he believed Australia had a racism problem.

"It takes different forms. The relations around race may be getting better bit by bit but it's slow progress," he said.

"There is still obviously a long way to go, there are questions about the constitution, there are questions around Indigenous health, imprisonment, all kinds of areas where by any measure there is a racial divide within Australia."

Goodes was unavailable for comment.

This post originally appeared on the ABC and was republished here with full permission. 

© 2015 Australian Broadcasting Corporation. All rights reserved. Read the ABC Disclaimer here.