The Adidas brand began in Europe in the 1920's, when the company's founder, Alfred Dassler, used his own nickname to give the company its own name, Adidas. His goal was to create high performance shoes for athletes in his native Germany, and eventually for all European athletes. Now with 80 years of experience behind it, Adidas is well known as a top designer in athletic apparel and accessories. Athletes throughout the world rely upon Adidas wristwatches to accurately monitor their athletic performances.