Pure marketing genius?

Not content with Anheuser-Busch hiring "trans model" Dylan Mulvaney to promote their brand of bottled water, Maybelline has hired him to promote makeup, and Nike has hired him to promote sports bras.  One would figure that the marketing gurus at these companies would realize that those buying these product might like to see them on, say, an actual female face, or on an actual woman with real breasts, but apparently the notion of showing the products as they'd actually be used is an idea that doesn't occur to Nike or Maybelline marketing.