Despite a torrent of abuse David Jones received about its partnership with former Sydney Swans player Adam Goodes, the coverage has actually boosted the brand’s social media favourability.

Monday this week saw the retail giant reveal its new campaign #ItsInYou featuring six ambassadors, one of which was Goodes.

Since the unveiling, the brand’s Facebook page was inundated with posts, lots of them negative.

However, as B&T reported on Monday afternoon, after scouring through the 732 comments that had been posted when we published the story, only 105 comments were actually negative.

Media intelligence company Isentia has pulled the numbers for B&T and found more than 4000 people have mentioned David Jones on social media in the past four days, and has seen a whoosh in volume and favourability online.

The hashtag #IShopWithAdam was created recently and saw some jump on the bandwagon to throw their support behind David Jones and Goodes, leaving the bigots and racists at bay.

Wife and I made a concious decision to #IShopWithAdam more often after the David Jones campaign & ridiculous reaction from bigots

— Azza Nagas (@azzanagas7) October 20, 2015

We can always do with some more lippy @GabrielleWang and now another reason to shop @DavidJonesStore @adamroy37 #IShopWithAdam 🙂

— Anita Heiss (@AnitaHeiss) October 19, 2015

Never really visit DJs but employing Adam Goodes=time to go back! #IShopWithAdam https://t.co/HYtAYyNUVy — Rachael Howlett (@that_rachael) October 19, 2015

Choke racism: I dont much shop DJ’s but will definitely now #IShopWithAdam — Graeme Orr (@gowordsmith1) October 19, 2015

While the brand might have grabbed some positive sentiment on social media, associate professor at Melbourne Business School, Mark Ritson, questioned whether Goodes will actually bring the goods for David Jones. Will it attract more customers?