Peloton Pulls Viral Chris Noth Ad Following Sexual Assault Allegations

Peloton has pulled their viral Chris Noth ad from social media accounts after the actor was accused of sexual misconduct by two women.

The luxury bike manufacturer first launched the spot following backlash from Sex and the City fans, as the reboot — warning: spoilers to follow — featured Noth’s Mr. Big suffering a fatal heart attack after riding a Peloton bike.

The ad was largely deemed a win for Peloton, which teamed up with Noth and Ryan Reynolds for the ad just days after Mr. Big was killed off the reboot. Days later, two allegations of sexual assault prompted the company to take it down.

According to a Thursday report from The Hollywood Reporter, Noth was accused of sexual assault by two women who separately spoke to the outlet months apart.

The two women, referred to as Zoe and Lily to protect their privacy, told the outlet that promotions of Sex and the City reboot had “stirred painful memories of incidents they say occurred in Los Angeles in 2004 and in New York in 2015, respectively.”

In both cases, the women said Noth forcibly had sex with them in front of a mirror. Zoe said he “rape[d] her from behind” while Lily claimed the actor “was having sex with me from the back in a chair.”

Noth denied both claims in a statement to Us Weekly:

The accusations against me made by individuals I met years, even decades, ago are categorically false. These stories could’ve been from 30 years ago or 30 days ago — no always means no — that is a line I did not cross. The encounters were consensual. It’s difficult not to question the timing of these stories coming out. I don’t know for certain why they are surfacing now, but I do know this: I did not assault these women.