Jamarra Ugle-Hagan has made a powerful stand against racism and fired in attack to lead the Western Bulldogs to a tense 14-point win over Brisbane.

Ugle-Hagan lifted his jumper and pointed to his skin, recreating Nicky Winmar's iconic gesture, after the first of his five goals in the 10.7 (67) to 7.11 (53) triumph at Docklands Stadium.

The dour victory was the Bulldogs' first of the season following a horror opening fortnight that had brought an intense spotlight on coach Luke Beveridge.

Josh Dunkley (23 disposals) was one of the Lions' best and was jeered all night by Bulldogs fans in his first encounter with his former club since forcing an off-season trade move.

But Ugle-Hagan's impassioned message was the major talking point as he responded sensationally to racist comments directed at him at the same venue just five days earlier.

The 20-year-old Indigenous star slotted the opening goal of the night with a curling effort from the forward pocket and turned to the crowd, repeating Winmar's famous "I'm black and I'm proud" gesture.

It came almost 30 years to the day since Winmar's celebrated stance at Victoria Park in April 1993.

"I knew it was coming up to 30 years since Nicky Wimar did that, but it just came in the moment," Ugle-Hagan said.

"I felt pretty proud to be going out there with all my mates who supported me through a tough week. To do that in front of everyone, hopefully it makes a stance in the moment.

"Hopefully people look back on it in 30 years and ... nobody has copped anything like I have."