Chris Noth Ad Pulled By Peloton After Sexual Assault Allegations

UPDATED with clarification of police involvement: A recent Peloton ad featuring former Sex and the City star Chris Noth was scrubbed from the company’s social media accounts Thursday after a story that included allegations of rape against Noth surfaced.

Noth appeared in the first episode of HBO Max’s SATC reboot And Just Like That… last week, which featured a plot twist involving his Mr. Big character riding a Peloton.

“Every single sexual assault accusation must be taken seriously,” a Peloton spokesperson said in a statement to Deadline. “We were unaware of these allegations when we featured Chris Noth in our response to HBO’s reboot of the show. As we seek to learn more, we have stopped promoting this video and archived related social posts.”

Peloton launched the spot when its stock price slumped after the new HBO spinoff tied a major plot twist to the company’s products. The ad was meant as a comeback with a winking nod to the Noth episode.

But this morning, Noth, who is a series regular on CBS’ The Equalizer, was the subject of allegations made by two women about a 2004 assault in Los Angeles and a 2015 attack in New York in a Hollywood Reporter story that included interviews with the two alleged victims.

Noth denies the allegations.