Ads for Peloton bikes featuring Chris Noth, also known as the infamous Mr. Big from Sex and the City, were pulled yesterday after a Hollywood Reporter story revealed sexual assault allegations against the actor. 

This comes after the company was already concerned with their stock following Big's death-by-peloton featured in the newest movie adaptation of the HBO show. For more, KCBS Radio news anchor Liz Saint John spoke with Bloomberg News reporter Mark Gurman.