On July 23 episode of "Raw" named "Raw 1000", Punk faced the Money in the Bank winner John Cena and was able to defend his WWE championship but lost the match after Big Show interfered and attack Cena. After the night's special guest The Rock tried to help Cena, Punk would attack him and turn heel. On the next "Raw", Punk would explain that he attacked The Rock because he was tired of being overshadowed by people like Cena and Rock when the main focus of the company should be on the WWE Champion. Punk would attack both Cena and Big Show during their number one contender's match later on in the night. As a result of this, both Cena and Show were put into a title match against Punk at SummerSlam. At SummerSlam, Punk successfully defended his championship against them in a triple threat match. During the following weeks, Punk would demand respect from people like AJ Lee, Jerry Lawler and Bret Hart. He would eventually be managed by Paul Heyman during Punk's feud with Cena. Punk would face Cena to a draw at Night of Champions. Even though Cena was suffering from an arm injury, they continued to feud. Punk would reject Mick Foley and Jim Ross to pick him as his Hell in a Cell opponent and lead to Punk fighting with WWE chairman Vince McMahon. After Cena's injury made him unable to wrestle at Hell in a Cell, he was replaced by Ryback. At Hell in a Cell, Punk was able to defeat Ryback and retain his championship after referee Brad Maddox hit Ryback with a low-blow.