Chris Noth appears in a peloton ad after his character was killed while restarting Sex in the City after using a peloton.
Peloton removed a viral ad starring Chris Noth from their social media accounts after allegations of sexual assault against the “Sex and the City” actor surfaced Thursday.
“Every single sexual assault allegation must be taken seriously,” Peloton said in a statement. “We were unaware of these allegations when we introduced Chris Noth in our response to HBO’s restart on the show. “In order to learn more about it, we stopped promoting this video and archived related social posts.”
The allegations of sexual misconduct appeared in an article in Thursday The Hollywood Reporter. The article said two women who contacted the publication months apart and did not know each other told The Hollywood Reporter that promotions and press reports for the new sequel to “Sex and the City” are painful memories of the incidents woke up. One is said to have taken place in Los Angeles in 2004 and the other is said to have taken place in New York in 2015.
Because The Hollywood Reporter gave pseudonyms to women to protect their privacy, CNBC was unable to contact them for comment.
Noth denied attacking the two women and said the “encounters were amicable”.
“It is difficult not to question the timing of these stories being published,” he said in a statement. “I’m not sure why they’re showing up now, but I do know one thing: I didn’t attack these women.”
The premiere episode of HBO max “And Just Like That” brought back the spotlight on Noth’s beloved character, Mr. Big. Big was portrayed on the spin-off “Sex and the City” when he died of a heart attack after attending a 45-minute peloton class.
After the episode aired, Peloton’s stock fell, causing the bike maker to make a statement that its fitness equipment can improve people’s physical health. The brand then worked with actor Ryan Reynolds’ marketing firm Maximum Effort to produce a spoof commercial. At that point, Noth wakes up as Mr. Big and says peloton instructor Jess King, “I feel great. Shall we take another ride? Life is too short to not do it.”
Peloton said it had created the spot in just 48 hours in a studio in New York City after responding to the show. The posting of the ad was initially positive for the company and shares of Peloton stock rebounded. Peloton shares were trading nearly 4% on Thursday. After several volatile prices in the past few days, the company’s stock has fallen nearly 74% year-to-date, equating to a market value of $ 13.05 billion.
Peloton declined to comment on how much it spent to attract Noth and Reynolds to help produce the ad. However, on Thursday, Reynolds also removed the ad from his social media.
“The allegations against me from people I met years or even decades ago are categorically false,” Noth said in his statement. “These stories could be 30 years or 30 days ago – no always means no – that is a limit that I have not crossed.”