I have had huge gains when I shorted this thing a couple of years ago. Also got creamed once on puts thinking that the stock was so grossly overvalued. The day after I bought them, ZUMZ announced that they were raising their guidance, and the stock went up 8% in one day.
Hate to sound like a broken record but "BTRSTN"
If you have the cojones, go ahead and average down, but of course that is pretty risky.