UPDATED 12/16, 5:40 p.m. ET: Peloton removed its id starring Chris Noth after sexual assault allegations were made against the actor, per the Hollywood Reporter

“Every single sexual assault accusation must be taken seriously,” a Peloton spokesperson 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.”

The allegations, which were published THR on Thursday, came from two women who chose to remain anonymous. “Seeing that he was reprising his role in Sex and the City set off something in me,” one of the women said.” “For so many years, I buried it.” 

See original story below.

Peloton apparently isn’t a company that’ll run away from a challenge. 

Spoiler alert, but after HBO Max’s new series And Just Like That...—a Sex and the City revival—killed off Chris Noth’s Mr. Big by using a Peloton exercise session as the cause of death, the company tapped that same actor and Ryan Reynolds for a cheeky new ad just a few days later.

The Friday episode caused Peloton’s shares to plunge 11%, but that didn’t stop them from nabbing Noth for a clap-back of a commercial appearance. The character had been dealing with heart problems in the series, but the first episode caught fans (and likely Peloton) off guard.

Peloton claims it knew its product would be featured in the show, and even knew instructor Jess King would act as fictional instructor Allegra. But it had no idea that its famous bike would be the cause of the iconic character’s death.

In the new ad, Noth can be seen sitting by a fire with a Peloton instructor, as they both toast “to new beginnings.” Meanwhile, Reynolds narrates the clip, which he shared on his Twitter feed with the caption “unspoiler alert.”

“And just like that, the world was reminded that regular cycling stimulates and improves your heart, lungs and circulation. … Cycling strengthens your heart muscles, lowers resting pulse and reduces blood fat levels,” Reynolds says in the clip. “He’s alive.”

Dr. Suzanne Steinbaum, a cardiologist who is on Peloton’s health and wellness advisory council, responded to the initial death in a statement

“I’m sure SATC fans, like me, are saddened by the news that Mr. Big dies of a heart attack,” she said. “Mr. Big lived what many would call an extravagant lifestyle — including cocktails, cigars and big steaks — and was at serious risk, as he had a previous cardiac event in season 6. These lifestyle choices and perhaps even his family history, which often is a significant factor, were the likely cause of his death. Riding his Peloton bike may have even helped delay his cardiac event.”