Reason: HIMS's overbought-to-digestion story from last read turned into an outright decline (RSI 56.0 to 48.4, per the consumer-scan's own "digestion turned decline" flag); CROX held its leadership near a 52-week high; SBUX cooled modestly; NKE stayed the unchanged death-crossed laggard.

Tape Read

HIMS is the downgrade this week — the consumer-scan's entry-zone table now reads "Digestion turned decline; wait for RSI to base before treating as a dip-buy," and the numbers back it: RSI 48.4 (down from 56.0), a fresh -4.48% week, -7.41% 30D. CROX held its leadership essentially unchanged: RSI 65.2 (was 64.4), +3.28% 7D, still just -2.34% off its 52-week high. SBUX cooled a step (RSI 60.8→54.6, -0.49% 7D) but stays golden-crossed and structurally intact. NKE ticked down slightly (RSI 55.6→51.6, -1.37% 7D) and remains the same death-crossed laggard, -45.42% off its high — no change to the "retest, not recovery" read. Source: 2026-07-17-consumer-scan + summaries/consumer.json.

• CROX — PROMOTE: RSI 65.2 (up from 64.4), strong-up, golden cross, -2.34% off 52wk high — still the cleanest structure in the group, essentially unchanged leadership.
• SBUX — PROMOTE/WATCH: RSI 54.6 (down from 60.8), strong-up, golden cross, -3.42% off its 52-week high — cooled a step but still structurally intact.
• HIMS — PASS (downgraded from WATCH): RSI 48.4 (down from 56.0), -4.48% 7D, -7.41% 30D — the consumer-scan's own read flips from "digestion" to "decline"; wait for a base.
• NKE — PASS: RSI 51.6, weak-up but still death-crossed, -45.42% off its 52-week high — unchanged bounce-inside-a-broken-structure read.

Lead pick: CROX — still the group's cleanest chart, closing in on a fresh high. HIMS is this week's flag: the fast round-trip from overbought that looked like healthy digestion two reads ago is now sourced by the scan itself as an actual decline.

Sources

• Tape data (price/RSI/SMA/returns): full-scan pre-computed summaries as of the 2026-07-17 close — *.