Can you explain how to measure a company’s efficiency on the example of two leading companies?

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Nike and Adidas are both sportswear companies who tend to rely massively on sponsorship deals to strengthen their brand power to make their products more attractive, with Nike being the strongest when compared to Adidas. Nike is able to capitalize on its unique identity due to our industry-leading financial strength. Nike reaches millions of consumers through large-scale marketing campaigns made possible by significant budgetary appropriations. Few companies have such a recognizable image and the resources to promote it. The diversification strategies adopted by Adidas are more concentric and horizontal diversification strategies which are spreading out into many linked items such as shower gels and deodorant....
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