According to trade sources, consumers nowadays are not only looking only for good design when purchasing footwear; they are paying more attention to comfort. This means that the footwear must be made from comfortable materials, which translates into a higher unit price. Furthermore, manufacturers answered this demand by launching new premium products which not only had more sophisticated designs, but were also more comfortable. For example, the leading player Sepatu Bata came up with a new premium brand, Ambassador, which is made from leather. Meanwhile, two foreign sportswear brands, Nike and adidas, also came up with more premium product variants in early 2013, namely Nike Air Max+ and adidas NEO. This trend led to the accelerating current value growth of footwear in 2013, with growth of 8%, compared with 7% in 2012.