And indeed We showed him (Fir`awn) all Our Ayat, but he denied and refused.This means that the proofs, signs and evidences were established against Fir`awn and he saw them with his own eyes, but he still denied and rejected them due to his disbelief, abstinence and transgression.This is as Allah, the Exalted, says,وَجَحَدُواْ بِهَا وَاسْتَيْقَنَتْهَأ أَنفُسُهُمْ ظُلْماً وَعُلُوّاًAnd they belied them wrongfully and arrogantly, though they themselves were convinced thereof. (27:14