- The Washington Times - Wednesday, July 29, 2015

A photo posted online by the high-end stroller company Bugaboo that shows a bikini-clad supermodel pushing its new “Runner” jogging stroller has sparked furor by moms who call the ad unrealistic.

“See how model and mum Ymre Stiekema stays fit and healthy with the Bugaboo Runner,” the photo caption reads. “Stay tuned for more running tips!”

The bikini, rock-hard abs and stroller that goes for more than $800 irked more than a few moms who mocked the ad as tone deaf.

“I often jog in my bikini,” one commenter wrote sarcastically.

“I just wonder how the heck they got that picture of me?” another joked.

Other women came to Bugaboo’s defense and suggested its critics were just jealous haters.

Adweek writer Rebecca Cullers argued, “I just gave birth to my second child a couple of weeks ago, and yeah, I understand the feels — from intense personal pressure to bona-fide self-loathing — you can have when you look at a Prada model running in a bikini behind a stroller.”

“As an advertiser, I could also recognize why you’d hire the most attractive person you could find to hawk your goodies and sex up the pictures to whatever socially acceptable amount you can get away with,” she added.

The Amsterdam-based retailer said in a statement provided to NBC’s “Today” show that it designed the Bugaboo Runner jogging extension “with active parents in mind.”

“We want to inspire moms and dads everywhere to explore the world with their families, while keeping up with an active and healthy lifestyle,” the statement said. “In addition to Ymre Stiekema — a mom who enjoys running and happens to be a model — our marketing initiatives feature parents who love running, including our own staff at Bugaboo, providing their experiences with their children and the Bugaboo Runner. We believe that all parents should run free no matter where they are on their fitness journeys and what they choose to wear on their runs.”


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