--- description: Dutch stroller company Bugaboo is receiving backlash for a photo posted on social media depicting a model-mom running in a bikini. title: See The Racy Stroller Ad Causing An Outrage image: https://static.time.com/v3/assets/bltea6093859af6183b/blt7f26dc94d3dbda1e/69885d0ae53aba79d04ded40/ymre-main.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close # See The Racy Stroller Ad Causing An Outrage by [Jonathan Chew / Fortune](/author/fortune/) ## Jonathan Chew / Fortune Update your preferences in [Account Settings](/account/preferences/) Close Jul 29, 2015 3:20 PM CUT  This photo of model Ymre Stiekema for a Bugaboo shoot has caused an uproar among mothers after it was posted on social media. This photo of model Ymre Stiekema for a Bugaboo shoot has caused an uproar among mothers after it was posted on social media.Photograph by Duy Vo for Vogue Netherlands and Bugaboo by [Jonathan Chew / Fortune](/author/fortune/) ## Jonathan Chew / Fortune Update your preferences in [Account Settings](/account/preferences/) Close Jul 29, 2015 3:20 PM CUT All it took was one photo posted on Facebook and Instagram, and stroller company Bugaboo is learning that hell hath no fury like busy mothers scorned. The Dutch maker of high-end baby pushchairs posted a [picture](https://www.facebook.com/Bugaboo/photos/a.89372585659.116981.73732120659/10153323837320660/?type=1&theater "undefined") last week of 23-year-old Dutch model Ymre Stiekema running with her 2-year-old daughter. Stiekema was jogging with her $800 Bugaboo stroller, but was also dressed in a black-and-white bikini in a brand [photoshoot](https://www.bugaboo.com/NL/en%5FNL/journal/article/2015-bugaboo-runner-ymre-stiekema "undefined") with Vogue Netherlands. The kind of attire, you know, one normally sees on mothers who are taking a run in the park. “See how model and mum Ymre Stiekema stays fit and healthy with the Bugaboo Runner,” the caption reads. That post has earned attracted over 590 comments (and counting) on the brand’s Facebook page, mostly from mothers who feel the image is a tad unrealistic. “I’m not gonna cus \[sic\] her out for what she’s wearing but I have 2 children and if was running in this on the school run it would be because I’d forgotten to put my clothes on because we’re late for school, my 5 year old had fallen off his scooter, my 2 year old refuses to put his shoes on and there’s a good chance I haven’t had the time to do my bikini line. There’s an image to leave you with,” [summarized](https://www.facebook.com/Bugaboo/photos/a.89372585659.116981.73732120659/10153323837320660/?type=1&comment%5Fid=10153324196875660&offset=50&total%5Fcomments=595&comment%5Ftracking=%7B%22tn%22%3A%22R9%22%7D "undefined") one commenter. Some have used sarcasm to get their point across on the realities of juggling motherhood and staying fit. “So thaaaat’s what I have been doing wrong….. I need to jog with my baby in a Bugaboo to get my beach body back. 😉 ,” [said](https://www.facebook.com/Bugaboo/photos/a.89372585659.116981.73732120659/10153323837320660/?type=1&comment%5Fid=10153333466390660&offset=0&total%5Fcomments=595&comment%5Ftracking=%7B%22tn%22%3A%22R9%22%7D "undefined") one commenter. “Do you get a personal trainer after birth when you by \[sic\] this?” [said](https://www.facebook.com/Bugaboo/photos/a.89372585659.116981.73732120659/10153323837320660/?type=1&comment%5Fid=10153333627495660&offset=50&total%5Fcomments=595&comment%5Ftracking=%7B%22tn%22%3A%22R9%22%7D "undefined") another. To be fair, some commenters also recognize the nature of the marketing campaign by Bugaboo and their aims of publicizing their [Bugaboo Runner](https://www.bugaboo.com/US/en%5FUS/strollers/bugaboo-runner "undefined"), a stroller designed to be used while running. The company also released a statement to [NBC Today](http://www.today.com/parents/stroller-maker-bugaboos-bikini-clad-model-gets-mom-laughter-t34311 "undefined") defending the depiction of Stiekema. “We want to inspire moms and dads everywhere to explore the world with their families, while keeping up with an active and healthy lifestyle,” they said. “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.” ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3976893/bugaboo-stroller-bikini/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3976893/bugaboo-stroller-bikini/"},"headline":"See The Racy Stroller Ad Causing An Outrage","datePublished":"2015-07-29T15:20:13.000Z","dateModified":"2026-02-22T09:42:04.292Z","description":"Women say the image doesn't represent the reality of motherhood.","url":"https://time.com/3976893/bugaboo-stroller-bikini/","keywords":["pubdesk"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt7f26dc94d3dbda1e/69885d0ae53aba79d04ded40/ymre-main.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Jonathan Chew / Fortune"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt7f26dc94d3dbda1e/69885d0ae53aba79d04ded40/ymre-main.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"ymre-main","caption":"This photo of model Ymre Stiekema for a Bugaboo shoot has caused an uproar among mothers after it was posted on social media.","creditText":"Photograph by Duy Vo for Vogue Netherlands and Bugaboo","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3976893/bugaboo-stroller-bikini/","name":"See The Racy Stroller Ad Causing An Outrage"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"Most Popular Baby Names Of 2014 Include Some Surprises","description":"The top 10 baby names of 2014 have been released, and some new names have made the cut.","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/FXfKfdOg/poster.jpg?width=720","uploadDate":"2015-05-08T16:19:15.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/FXfKfdOg.m3u8","embedUrl":"https://time.com/3976893/bugaboo-stroller-bikini/","duration":"PT1M","potentialAction":{"@type":"SeekToAction","target":"https://time.com/3976893/bugaboo-stroller-bikini/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```