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Ms. Elu declined to discuss spending on the campaign, but said “it’s probably a slight increase over last year” that will “feel bigger” as the brand does more with its NFL relationship and is “going strong” with spending on ESPN, including an integration with the jimmy butler basketball shoes network’s show “Love Hate.” It is also stepping up its presence in social, doing contextual search inside sports related content, getting back on radio and will do sampling at some NFL games and retailers.