Aristotle also believed in this concept of the body and mind working together. Consequently, the Scholastics incorporated his philosophy into Christianity. St. Thomas Aquinas argued for a similar concept. He embraced the idea of physical fitness. He felt that the body and mind were both important.
Similarities exist with Aquinas's concept in today's society when focusing on first impressions.
For the same reason that attention is paid to product merchandising, because we live in a world that is based on appearances. If you want a product to sell you better put it in an attractive package. Just take a look at who is promoted in women's tennis. Ms. Kournicova has never won a major tennis tournament, but still she is seen on television commercials promoting investment firms, and clothing. Her body not her ability has promoted these companies, and this is the overwhelming trend in the market.