Peloton yanks advert resurrecting Chris Noth, citing sexual assault allegations

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Peloton is now not selling an advert with “Sex and the City” star Chris Noth after an article was printed Thursday accusing the actor of sexual assault.

The train bike maker put collectively a viral advert on the advantages of biking to push again on an unfavorable depiction of Peloton within the pilot episode of “And Just Like That,” the long-anticipated “Sex and the City” reboot. In the premiere episode, which aired final week, Noth’s character, Mr. Big, dies of a coronary heart assault shortly after taking a 45-minute Peloton class.

Peloton created a response advert inside 48 hours by which a resurrected Noth lounges by a fire. In the industrial, the voice of actor Ryan Reynolds touts the advantages of biking. “And just like that … he’s alive,” Peloton tweeted December 12.

On Thursday, The Hollywood Reporter printed a story accusing Noth of sexual assault in opposition to two unnamed ladies in two separate incidents, 11 years aside. As of Thursday afternoon, Peloton’s tweet with the Noth advert was deleted. Ryan Reynolds, whose manufacturing firm produced the spot, additionally eliminated his tweet selling the spot.

Noth has denied the allegations, telling THR they had been “categorically false” and that the encounters had been consensual. “I don’t know for certain why they are surfacing now, but I do know this: I did not assault these women,” Noth instructed THR in an announcement.

In an announcement to CNBC, Peloton stated it was not conscious of the allegations in opposition to Noth on the time of the advert.

“Every single sexual assault accusation must be taken seriously,” Peloton instructed CNBC. “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.”

Peloton didn’t instantly reply to a request for remark from CBS MoneyWatch.

Before the advert got here down, it was considered greater than three million instances. According to The Hollywood Reporter, the spot value about $80,000 to make, and resulted in Peloton gaining $900 million in inventory market worth. 

Peloton’s inventory closed at $39.81 Thursday after gaining 3.4% over the course of the day.

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