All to play for

The multimillion sports apparel industry is determined to ensure that in China fitness is not just a fad

When the Brazilian Neymar made headlines recently after becoming the world's most expensive soccer player, in a transaction worth 222 million euros ($261 million), it highlighted once again that when all is said and done big sports are big business.

Even if Neymar's soccer skills are beyond doubt, that huge amount essentially reflects the value put on him as a marketing tool.