Peloton pulls ad with Chris Noth after sexual assault allegations

Peloton responds to the chapter of "And Just Like That ..." 1:24

(CNN) -

The Peloton company withdrew an advertisement with Chris Noth in the wake of the sexual assault allegations against him.

"Every allegation of sexual assault should be taken seriously," a company spokesperson said in a statement provided to CNN.

"We were not aware of these allegations when we featured Chris Noth in our response to the HBO reboot. As we seek more information, we have stopped promoting this video and archiving related social posts."

Chris Noth has denied allegations of sexual misconduct against him that were published in a report Thursday by The Hollywood Reporter (THR).

• Chris Noth, actor of "Sex and the City" and "And Just Like That ...", denies accusations of sexual assault

Sarah Jessica Parker receives unconditional support from Chris Noth 1:27

The accusations against Chris Noth

Two women, who used pseudonyms in the THR story to protect their privacy, accuse Noth of sexually assaulting them.

The alleged incidents occurred in 2004 in Los Angeles and 2015 in New York, respectively.

The women said that reprising his role as Mr. Big on the HBO Max series "And Just Like That ..." motivated them to perform.

"The accusations against me made by people I knew years, even decades ago, are categorically false. These stories could have been from 30 years ago or 30 days ago ... 'no' always means 'no', that's one line that I did not cross. The encounters were consensual. It is difficult not to question when these stories came out. I do not know for sure why they are emerging now, but I do know this: I did not attack these women, "Noth said in a statement to CNN .

advertising

HBO Max is owned by CNN's parent company.

In the debut episode of "And Just Like That ...", Noth's character made famous in "Sex and the City" suffers a heart attack and dies shortly after riding a Peloton bike.

The scene caught many onlookers by surprise and the company responded with the announcement after the company's stock reportedly fell.

- CNN's David Goldman contributed to this report.

Sex and the city