What did Sydney Swinney do wrong

In a recent television commercial, Sydney Swinney appears largely uncluttered by clothing, positioned behind various sports equipment such as footballs, basketballs, and hockey sticks. The ad has drawn backlash from left-leaning women, including several female athletes, who argue that it oversexualizes women in sports. However, these same critics remained silent when female athletes previously posed nearly nude for magazine covers. Why has this issue turned political?