Peloton removed a viral ad starring Chris Noth from its social media accounts after sexual assault allegations against the “Sex and the City” actor surfaced Thursday.

Peloton released a statement saying that every sexual assault allegation should be treated seriously. These allegations were not known when Chris Noth was featured in the HBO reboot response. We are currently investigating the allegations and have stopped sharing this video or archived posts on social media.

In the following are allegations of sexual misconduct a Hollywood Reporter article Thursday. The Hollywood Reporter spoke to two women who approached the magazine separately and months apart. They said that the publicity and reports about the sequel “Sex and the City 2” brought back the painful memories. The first incident is believed to have occurred in Los Angeles, while the second was reported as having taken place in New York City in 2015.

CNBC couldn’t contact these women for comment because they were given pseudonyms by the Hollywood Reporter to keep their privacy.

Noth refuted claims that he had assaulted women. He said “encounters were consensual.”

He said that it was difficult to not question the timing of these stories being published. Although I don’t know the reason they have surfaced now, I know that I didn’t assault those women.

This is the premiere episode HBO MaxNoth brought back Mr. Big from the shadows in “And Just Like That.” Big died from a heart attack in the series “Sex and the City,” after taking a Peloton 45-minute class.

Peloton saw its stock fall after the episode aired. The cycle creator was forced to relaunch the company. issue a statement that its fitness equipment can improve people’s physical health. To create a parody ad, the brand partnered up with Maximum Effort marketing agency Ryan Reynolds. Noth plays Mr. Big in the spot. He wakes up telling Jess King, Peloton instructor, “I feel great.” Let’s go for another ride. It is too precious not to.

Peloton has said it created the spot in just 48 hours in a studio in New York CityAfter the reactions to the show. Peloton stock shares rose after the public release of its ad. Peloton shares traded at a nearly 4-percent gain on Thursday. The company’s stock is down almost 74% since the beginning of this year, which puts it at $13.05 Billion.

Peloton declined to discuss the amount it paid to keep Noth and Reynolds on board to assist with production of the advertisement. Reynolds removed the ad from his Facebook page on Thursday.

Noth stated that “the accusations against me made years ago by people I knew are 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.”