Peloton canceled a new ad featuring Chris Noth after sexual allegations against the Sex and the City actor surfaced Thursday.

“Every single sexual assault accusation must be taken seriously,” Peloton said in a statement. “As we seek to learn more, we have stopped promoting this video and archived related social posts.”

Two women claimed they were assaulted by Noth, according to the Hollywood Reporter, with the alleged assaults taking place more than a decade apart.

The Noth ad was intended to help Peloton control some fans' negative reactions to the death of Noth’s character, Mr. Big, in the Sex and the City reboot episode.

Noth has denied the allegations, insisting they were consensual.

“It’s difficult not to question the timing of these stories coming out,” Noth said in a statement. “I don’t know for certain why they are surfacing now, but I do know this: I did not assault these women.”

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In the Sex and the City reboot episode, Noth’s character experienced a fatal heart attack after riding a Peloton indoor exercise bicycle. Peloton’s stock fell 61% the next day.