Moms lashed out at the stroller maker Bugaboo after the company unveiled a new ad featuring a bikini-clad model. 

The ad, intended to show how fit moms can jog with their baby in the high-end stroller, featured Dutch model Ymre Stiekema.

The Amsterdam-based company released the ad on Facebook, writing, "See how model and mum Ymre Stiekema stays fit and healthy with the Bugaboo Runner."

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


The stroller in the ad sells on the company's website for $815.

Moms immediately responded by arguing that the company is presenting an unrealistic image of mothers. One wrote, "I prefer running naked with my children."

Another said, "I have 2 children and if I was running in 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."

The company defended the ad in a statement to the "Today Show."

"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."

Watch the "Outnumbered" response above.