2010, Punk began to convert planted members of the audience to a straight-edge lifestyle, making them take a pledge of allegiance to him and shaving their head as a sign of renewal and devotion. After converting many people who were not seen again, convert Serena began accompanying Punk and Gallows to form The Straight Edge Society. As well as leading this alliance, Punk was also the mentor of NXT rookie Darren Young who flirted with the idea of becoming straight edge before refusing just before his head was to be shaved. Punk also gave sermons including during the annual Royal Rumble match in January 2010 as well as during an Elimination Chamber match in February 2010 at both of the eponymous pay-per-view events. During the first months of 2010, Punk feuded with Rey Mysterio, being eliminated by him during the Elimination Chamber match. After Mysterio prevented him from winning a Money in the Bank qualifying match, Punk interrupted Mysterio's celebration of his daughter's ninth birthday. Mysterio and Punk faced each other in a match at WrestleMania XXVI, where if Mysterio lost, he would join the Straight Edge Society, but Punk lost to Mysterio at WrestleMania. They had a rematch at Extreme Rules where Punk would have to shave his head like his disciples if he lost, but he won this match after interference from Joey Mercury, a fourth member of the Straight Edge Society. On May 23 at Over The Limit, a third and final match between Punk and Mysterio was booked with both stipulations reactivated, but Punk lost and was subsequently shaved bald. After the match, Punk began wearing a black mask, since he considered himself always pure unlike his followers and was embarrassed by his baldness. On June 20 at Fatal 4-Way, Punk challenged for the World Heavyweight Championship against Mysterio, Big Show and the champion Jack Swagger, but he was unsuccessful when he was attacked by Kane, who was accusing various people of attacking The Undertaker. Punk and his stable started a feud with Big Show when on the July 16 episode of SmackDown, Big Show unmasked Punk. Big Show faced the Straight Edge Society in a three-on-one handicap match on August 15 at SummerSlam, winning the match after Punk abandoned his teammates. The next month, at Night of Champions, Punk lost to Big Show in a singles match. The Straight Edge Society angle ended after Serena