Analysis

Trademarks And The City: Peloton Gets Big Branding Lesson

By Dani Kass (December 14, 2021, 3:35 PM EST) -- Peloton may have approved the appearance of its product in "And Just Like That…," a reboot of "Sex and the City," but the fitness company claims it didn't sign off on its exercise bike's role in a shocking plot twist. Amid public outcry, I couldn't help but wonder: Does Peloton actually have a legal case to challenge the way its brand was used? Disclaimer: This story includes spoilers from the reboot's first episode.

While Peloton executives may not have been happy to see that Carrie Bradshaw's main love interest, Mr. Big, dies of a heart attack after his 1,000th exercise class...

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