Strida LT @ Bang & Olufsen page

Is this some kind of cooperation; does anybody know more :question:

http://www.beoplay.com/products/beoplaya6#at-a-glance

Bang and Olufsen is mostly a high end fancy audiophile place. they place more on design than sound and their stuff isn’t cheap. I guess the strida just fits with their design of that photoshoot because of the unconventional shape of the the bike.