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Peloton pulls Chris Noth ad amid sexual assault allegations

By Megan Armstrong | Last updated 12/16/21

HBO Max premiered its Sex and the City limited series revival And Just Like That... last week, and in the opening episode, Mr. Big (Chris Noth) dies from a heart attack after a grueling Peloton bike ride.

The scene garnered a response from Peloton, denying any connection between heart attacks and using the popular at-home fitness brand equipment:

And starring Noth in a clap-back ad:

That was all fine and good until Noth, 67, publicly faced allegations of sexual assault on two separate occasions in 2004 and 2015, reportedly exclusively by The Hollywood Reporter this morning (Dec. 16).
This afternoon, Peloton responded again.

"Every single sexual assault accusation must be taken seriously," an unnamed spokesperson for Peloton told THR. "We were unaware of these allegations when we featured Chris Noth in our response to HBO’s reboot. As we seek to learn more, we have stopped promoting this video and archived related social posts."

Noth denied all allegations in a written statement to THR: "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."

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