People Not Happy with Bikini-Wearing Model in Bugaboo Stroller Ad

When the stroller company Bugaboo released an ad for its new Bugaboo Runner baby stroller, folks were not pleased. In fact, there was quite a bit of outrage. But why?

Well, you see the image above on this article, and also straight from the company’s Instagram page. See anything unrealistic? Many did. The ad features scantily clad Dutch model Ymre Stiekema jogging with the Bugaboo Runner stroller. She’s fit, and she’s showing a lot of skin because she’s wearing a bikini with her running shoes.

The feedback has been mixed. One commenter, eileenmcarlton, points out, “This is a particularly ludicrous way of using sex to sell a product. Good Lord.”

Another says on the photo: “I know plenty of moms who run and none look like that, because they aren’t 23 or had a 6 foot tall, naturally thin model body – before the running or before the baby. Like most advertising, this just isn’t reality.”

On the flip side, some argued in defense of the advertisement, including a commenter on the Bugaboo photo on Facebook who says, “Women should support each other and not tear each other down because you feel inadequate” – and that’s a good point. To be fair, Stiekema is a mom, and the tot in the stroller is her 2-year-old daughter. So, I mean, at least she’s an actual mom. I can’t be mad at her for having the body she has. (And let’s just take a moment to look at how adorable her daughter is in this photo below from Bugaboo’s Facebook page).

See how model and mum Ymre Stiekema stays fit and healthy with the Bugaboo Runner. Stay tuned for more running tips!

Posted by Bugaboo on Tuesday, July 21, 2015

Personally, what caught my attention was the outfit. No regular ol’ workout clothes? Admittedly I’m not a runner, but my question is: do women really ever wear just a bikini to run? Is this a thing? If it is, excuse my ignorance here (and more power to you!). Because it’s just not something I see often – (and if I ran in that, something would be popping out for sure!) – that is what makes this ad look unrealistic to me. For the outfit choice alone, I find this ad outlandish – and it made me chuckle.

Though in a statement released to Today, Bugaboo explained its decisions for this particular ad:

“We designed our 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. 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.”

What are your thoughts on the ad? Does this image make you feel angry, or is it no big deal? Comment below and let us know!

Photo courtesy of


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