Earlier this week, Peloton released a viral ad in response to how their product was used in a scene in 'And Just Like That' involving Noth's character, Mr. Big.

However, last night the fitness brand subsequently removed the ad from their social media accounts. This came shortly after allegations of sexual assault from two separate women against him were made public. The allegations were brought to light by The Hollywood Reporter and go into detail about the alleged abuse by the 67 year-old.

The two women, who contacted the outlet months apart and do not know each other, claim the 'Sex and the City' reboot stirred up painful memories of incidents which happened over a decade apart.

One woman, given the pseudonym Zoe, said she was working for a high-profile firm in Los Angeles in 2004, aged 22, when Noth approached her. According to her, he then invited her to his apartment and sexually assaulted her.

The second woman, under the pseudonym Lily, was working as waitress in the VIP section of a New York nightclub in 2015 when she met Noth. She claims he assaulted her in his New York apartment. She was 25 at the time.

Noth released an official statement, denying the accusations made against him:

"The accusations against me made by individuals I met years, even decades, ago 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. 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."