 On the July 23 Raw , Orton was named number one contender for John Cena 's WWE Championship . Three times before their scheduled bout at SummerSlam , Orton assaulted Cena with the RKO . Orton lost the title match when Cena pinned him after an FU . The next night on Raw , Orton demanded a rematch , but Raw General Manager William Regal denied him . He then appealed to Mr. McMahon , who offered him the shot if he " proved himself " . That night , Orton interfered in Cena 's match , assaulting him before kicking his father , who was at ringside , in the head . McMahon granted Orton his rematch at Unforgiven , which he won by disqualification when Cena refused to stop punching him in the corner . Cena retained the championship because titles cannot change hands by disqualification . After the match , Cena 's father , who was again at ringside , kicked Orton in the head . The next night on Raw , Orton defeated Cena 's father by DQ , then hit him with an RKO , while Cena was handcuffed to the ropes . Before No Mercy , Cena won a match on RAW , but with an injury . Randy Orton then hit Cena with the RKO , gaining a new nickname , The Viper . Orton then threw him outside the ring , and giving him an RKO on the announcer 's table . 
