Brazil's World Cup hopes resting on 'new Pele' Neymar
Flamboyant star of Selecao carries hope of a nation for World Cup glory, but Brazilian great says he needs to cut out his fashion obsessions
Neymar, the latest diamond extracted from Brazil's mine of footballing talent, carries the hopes of a nation with one year to go to the World Cup, as well as the tag of "the new Pele" and rock-star status in his homeland.
The flashy 21-year-old star of the Selecao, with his eccentric, perpetually changing haircut, is taking all the attention in his stride, vowing to "make his mark" at Barcelona, where he has just signed for €57 million (HK$587million).
As if it was not hard enough to be an equal to the legendary Pele, Neymar will also have to shine in the shadow of the brilliant Lionel Messi at Barca - the world's best player whom he hopes to emulate one day. Neymar has quickly established himself as an icon in a Brazil deprived of any major star since Ronaldo, Ronaldinho or Robinho lost their lustre.
The good-looking boy is everywhere in Brazil.
On television, dressed up as Elvis, Tarzan or as a martian, he sells ice-cream or dances virtually naked to launch an underwear brand. He is on web sites and at promotional events. Teenagers ask for a 'Neymar' at the barber's. Fainting girls throw themselves in his path.
His fame is spreading worldwide. In February, Time magazine called him "the next Pele" on its cover. US magazine Sport Pro recently named him as the sportsman with the biggest marketing potential in the world for the second year running.