Warning: This article contains major spoilers about And Just Like That episode one.
If you, like us, spent the entire weekend in shock over the ending to episode one of And Just Like That, we're with you.
The highly anticipated reboot brought back beloved (and some not-so-beloved) characters from the original Sex And The Cityseries—but there were some noticeable differences.
From Carrie's sudden discomfort in discussing masturbation (from a sex columnist? Okay then...), to Miranda's attempts at being "woke" and Samatha's unconvincing absence—it was... a lot to take in.
But perhaps the thing thatreally surprised people most was the death of Mr Big—which happened moments after he stepped off a Peloton bike after a very physical training session.
In a reminder of the power this show holds, the exercise giant quickly felt the effects of its mainstream product becoming the butt of a fictional tragedy. In the days following the release of the episode, Peloton's stocks plummeted, and the company quickly went into damage control.
Peloton released a statement explaining that Big's death was not a direct result of riding one of their exercise bikes, rather, "Mr. Big lived what many would call an extravagant lifestyle—including cocktails, cigars, and big steaks—and was at serious risk as he had a previous cardiac event in Season 6."
"These lifestyle choices and perhaps even his family history, which often is a significant factor, were the likely cause of his death. Riding his Peloton Bike may have even helped delay his cardiac event."
Then, the company took things one step further.
Less than three days after the season premiere, Peloton released a new video featuring Mr. Big (AKA Chris Noth) himself assuring fans that he is, in fact alive and well.
A camera pans to a cosy-looking room with Big and Peloton trainer Jess King, who is portrayed in the series in the same role. Big tells her: "I feel great, shall we take another ride? Life is too short not to."
The parody clip ends with a voiceover that explains: "And just like that, the world was reminded that regular cycling stimulates and improves your heart, lungs and circulation... Cycling strengthens your heart muscles, lowers resting pulse and reduces blood fat levels. He’s alive."
Peloton spokesperson Denise Kelly spoke to Buzzfeed news about the company's involvement in the all-new series, confirming that HBO had procured the bike on its own accord, meaning they were unaware it would be connected to the death of Mr. Big.
"Peloton was aware that a Bike would be used in the episode and that Jess King would be portraying a fictional Peloton instructor," Kelly explained.
"Due to confidentiality reasons, HBO did not disclose the larger context surrounding the scene to Peloton in advance."
Frankly, the satirical video clapback could not have been more perfect—not least because Chris Noth himself appears to be leaning into the chaos of it all.
As it stands? Peloton: 1, HBO: 0. Cue mic drop.
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Jess PullarJess Pullar is the Culture Editor (digital) of marie claire and ELLE. When she's not gazing at sunsets, she enjoys tucking into a green tea and re-watching 'Sex And The City'.