Peloton pulls video with 'And Just Like That ...' actor Chris Noth after sexual assault claims

• Peloton released a video Sunday featuring Chris Noth, Mr. Big from "Sex & the City."
• The video showed Noth and Peloton instructor Jess King who appeared in Thursday's "And Just Like That..."
• The "AJLT" episode has sparked attention over Mr. Big and his Peloton bike.

Peloton has pulled its ad featuring "And Just Like That ..." star Chris Noth, following claims of sexual assault against the actor.

In a report published Thursday in The Hollywood Reporter, two women named only by pseudonyms, Lily and Zoe, accused Noth, of sexual assault in separate incidents from the early 2000s. Noth denied the allegations in a statement to USA TODAY, calling them "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," Noth said. "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."

The exercise cycling company tweeted the now-deleted video on Sunday showing Noth, 67, who plays Mr. Big in the "Sex & the City" reboot, sitting next to Peloton instructor Jess King in front of a roaring fire.

"And just like that ... he's alive," the tweet read.

"I feel great," Noth says to King in the video. "Shall we take another ride? Life's too short not to."

As Noth and King laugh on the couch, a Ryan Reynolds voiceover announces the benefits of Peloton riding:

 "And just like that, the world was reminded that regular cycling stimulates and improves your heart, lungs and circulation, reducing your risk of cardiovascular diseases. Cycling strengthens your heart muscles, lowers resting pulse and reduces blood fat levels. ... He's alive."

Asked for comment, a Peloton spokesperson released a statement: "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 stopped promoting this video and archived related social posts."

For those who've seen the Peloton bike blow-up but are unaware of the "Sex & the City" HBO Max reboot, know that there are spoilers ahead. 

The 'Sex and the City' reboot is finally here! What we know about 'And Just Like That ...'

Infamous 'Peloton wife':Now appears in ad for Ryan Reynolds' gin company – and it's hilarious

In last Thursday's premiere, a Peloton bike provides a major plot point for the reboot series. Noth's Mr. Big – Carrie’s (Sarah Jessica Parker) now longtime husband – suffers a fatal heart attack after his 1,000th ride on his treasured Peloton bike. 

During that last ride, Mr. Big was being coached by his favorite Peloton cycling instructor named Allegra, played by real Peloton instructor King.

Carrie's heartbreaking end-of-episode voiceover was, "And just like that… Big died."

The dramatic death created a major international stir that affected Peloton.

According to CNBC, Peloton shares hit a 52-week low of $37.67 in trading Friday, and ended the day down 5.4% at $38.51. On Thursday, shares fell 11%, the same day as the debut of "And Just Like That ..." featuring the scene involving Peloton’s bike.

Peloton addressed the "And Just Like That ..." situation with a statement featuring comments from Dr. Suzanne Steinbaum, a preventative cardiologist and member of Peloton’s health and wellness advisory council.

"I’m sure ‘SATC’ fans, like me, are saddened by the news that Mr. Big dies of a heart attack," Steinbaum said in the statement.

"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."

Jessica Kleiman, Peloton's senior vice president of global communications, told USA TODAY in a statement Sunday that the Peloton video was filmed in the 48 hours following the HBO Max episode.

"We filmed a spot with actor Chris Noth and Peloton instructor Jess King, with a voiceover by (Ryan) Reynolds," Kleiman said. "In the spot, we reinforce the narrative that Peloton and cardiovascular exercise are good for you, and help millions of real people lead long, happy and healthy lives."

Reynolds loomed large with Peloton in 2019 in the fallout from the company's infamous holiday commercial featuring actress Monica Ruiz, who portrayed a wife given a Peloton bike by her husband for Christmas.

Reynolds and Ruiz capitalized on the controversy with an advertisement for Reynolds' liquor company, Aviation Gin, giving a new, hilarious spin to the heavily criticized commercial.

Reynolds, who shot the ad with his production company Maximum Effort, promoted the video on Twitter, writing, "Unspoiler alert."

 The wheels were set in motion after it aired and fans lost their minds, Reynolds explains.

Reynolds told The Hollywood Reporter that it was pure luck that he was dealing with Peloton and jumped into action after the episode.

"I literally met Dara [Treseder, CMO of Peloton] for the first time on Dec. 1. She emailed us right after the episode aired and we all knew just what to do. We try to do these things in a way where everyone wins — Peloton, Chris and the show itself," Reynolds said. 

Reynolds helped to bring Noth onboard. "Chris was in right away, but it was a whirlwind. For all of us," says Reynolds.

Contributing: Anika Reed