Once a Pandemic Superstar, Peloton Rode Straight Into a Wall. Now What?

As executives struggle to save the brand, some say the ride is simply over

Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.

Last December, the millions of fans who tuned in for And Just Like That, the much-anticipated sequel series to the late ’90s cult phenom Sex and the City, were in for a big surprise—literally.

Leaving aside the challenge of updating Carrie, Miranda and Charlotte with a bit more wisdom and a slightly new style, there was the matter of how to revive Mr. Big, Carrie’s on-again-off-again paramour played by Chris Noth. Writers put him back into the script—but not for long.



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