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The Peloton brand is under fire again after its unfavorable portrayal in Billions.

Stationary bikes Peloton Interactive Inc. on display at the company’s showroom on Madison Avenue in New York, USA on Wednesday, December 18, 2019.

Gina Moon | Bloomberg | Getty Images

Warning: This article contains several spoilers for the Season 6 premiere of Billions.

Hits just keep coming for Peloton.

To cap off a tumultuous week for the connected fitness company, whose stock has plummeted as Peloton said it was considering layoffs and planning to ‘correct’ production levels as demand for its equipment wanes, another TV character appeared on the hit TV show having a heart attack. after riding a Peloton bike.

It comes about a month after the lead character in the HBO sequel Sex and the City died of a heart attack after attending a Peloton cycling class.

In the sixth season premiere of the Showtime drama Billions, protagonist Mike Wagner suffered a heart attack while riding a Peloton bike. However, he recovers soon after and says later in the episode, “I’m not going out like Mr. Big”, referring to Peloton’s appearance in Sex and the City. (This episode was released ahead of schedule on Friday, ahead of its scheduled airing on Sunday night.)

In accordance with New York Times, the scene in “Billions” was written and filmed months before Mr. Big’s “And Just Like That…” scene. The report states that the line referring to Mr. Big was added recently in post-production.

A rep for the show did not immediately respond to CNBC’s request for comment.

Peloton stated on its Twitter account that it did not give Billions permission to use its brand on the show.

Peloton’s head of global marketing and communications, Dara Treceder, also said on Twitter, “We have not provided Billions with any equipment. As mentioned in the show itself, cardiovascular exercise has a lot of benefits. Exercise helps millions of real people lead long and happy lives.”

After Peloton’s cameo in Sex and the City went viral online, the company’s stock plummeted. Peloton quickly responded with their own parody ad featuring Mr. Big, actor Chris Noth, in which he ended up living and touting the benefits of cardio exercise.

But the denial backfired when allegations of sexual harassment against Knot surfaced and Peloton removed their video from all social media accounts. (Noth denied attacking the two women, saying “the meetings were consensual.”)

This story is evolving. Please stay tuned for updates.


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