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Peloton Pulls Its Chris Noth Ad After Assault Allegations Report

  • The ad was a response to death in new ‘Sex and the City’ show
  • Company says it was unaware of allegations when it posted ad
Chris Noth
Chris NothPhotographer: Jason Merritt/TERM/Getty Images
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Peloton Interactive Inc. pulled an ad featuring Chris Noth after the Hollywood Reporter published a story on sexual assault allegations against the “Sex and the City” actor, extending a painful saga for the fitness company. 

Last week, a new HBO Max show based on “Sex and the City” included a scene where Noth, who played the character Mr. Big, died after a 45-minute ride on a Peloton exercise bike. At the time, Peloton said it didn’t know its product would be used to kill off a character -- and the incident jarred investors. The stock declined over concerns that the episode would further erode Peloton’s cachet.