Rams Coach Jeff Fisher dug through his pockets Sunday in search of his red challenge flag.
Television cameras watched. Broadcasters laughed. And the Internet rushed to create fresh 7-9 memes.
“I thought it was hilarious,” Fisher said Tuesday.
The Rams trailed the New England Patriots, 17-0, during the third quarter of an eventual 26-10 loss at Gillette Stadium.
After officials ruled that Rams receiver Brian Quick was out of bounds on a catch, Fisher checked his parka, grabbed his sweatshirt, felt his pants pocket and went through his parka again before he was forced to tell the sideline official that he wanted to challenge the ruling.