Retired Sydney Swans player Adam Goodes has signed on with David Jones as brand ambassador, starring in the retailer’s new campaign ‘It’s In You’.

Goodes joins the likes of Jessica Gomes, You Am I frontman Tim Rogers, Alex Russell, Tahnee Atkinson, Juliette Barton and Amy Pejkovic in the campaign, which is set to Kanye West’s Power.

The campaign was created by Whybin\TBWA & Maud.

The campaign is a continuation of the strategy to reinvigorate the brand and attract the 18-34 year old shopper. A digital-first campaign, the ‘It’s In You’ creative will primarily be accessed via online and social channels, in addition to its in-store and magazine presence.

As brand ambassador Goodes will support David Jones under ‘The Good Business Journey’ banner, including advising the retailer on areas related to Indigenous reconciliation. David Jones has also committed to developing a Reconciliation Action Plan (RAP) by May 2016.

Goodes said: “I am excited to be joining the David Jones family as a Brand Ambassador as they embark on their next chapter. 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.”

Commenting on Adam’s appointment, David Jones chief marketing officer David Robinson said:  “We think Adam is an aspirational and inspirational Australian and are thrilled to have him join the David Jones Ambassador family. We are deeply committed to developing a meaningful RAP and thrilled to have Adam Goodes on board to advise us on this.”