This story was updated on December 16, 2021
In response to sexual assault allegations against Chris Noth, Peloton pulled an advertisement starring the actor, best known for playing Mr. Big in Sex and the City.
The stationary bike giant became the topic of heated online debate after HBO's SATC reboot, And Just Like That, premiered with a shocking plot twist: Mr. Big died of a heart attack seemingly induced by his Peloton workout, a demise that fans didn't see coming.
Before the episode aired, Peloton reportedly approved usage of the bike, but was unaware of the scene in question. Following the premiere, searches for "Peloton Safety" and "Cancel Peloton Subscription" skyrocketed over 700%.
Suggesting that the company was in on it the entire time, Peloton responded with an advertisement addressing the controversy just days after the show's release.
Starring Noth, currently the subject of two sexual assault allegations, the video features the actor lounging in front of a fireplace with Jess King, a real-life Peloton instructor.
"Should we take another ride?" Noth suggests, and the camera pans away, revealing two Peloton bikes in the living room.
Peloton has since deleted the clip from its social media accounts.
Ryan Reynolds, who concludes the commercial with a voiceover listing the health benefits of cycling, similarly erased the commercial from his Twitter.
What started as a PR stunt has suddenly spiraled into something much darker, as the world reacts to the disturbing allegations against Noth.
In a statement given to CNBC, Peloton wrote: "Every single sexual assault accusation must be taken seriously. 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 stoped promoting this video and archived related social posts."