There's a lot of momentum already building between the US and China in sports. China’s sports market is the biggest in the world. The country’s infrastructure of sports marketing vehicles, including platforms such as WeChat, Alibaba, Tencent and even videos and selfies, all contribute to a market ripe for sports marketing.

Retail sales in China are expected to equal or surpass those in the United States for the first time this year, indicating China's rise to an economic powerhouse. The Chinese, like the Americans, want to be healthy and with increasing buying power Chinese citizens are open to the benefits of healthy living.

No country has prioritized or invested in sports as China has done in recent years, especially in skiing and soccer. Since the millennium, China has made rapid progress in global sports at a rate which almost parallels that of its economy and is expected to surpass the United States by 2024. With 1.4 billion people, China is expected to soon dominate the Olympic Games.

China's emerging middle-class is hungry for high-quality products. China has turned from mostly producing to more global branding. So big American sports brands face lucrative opportunities in China.