The New Balance story begins in Boston, Massachusetts, when English immigrant William J. Riley began to work out footwear. His goal was to make a cartridge that would alleviate pain in the feet. The founder of William Riley's company called the New Balance. The idea of such a name came after watching in the backyard chickens perfectly balancing on their three-legged legs. The New Balance 320 and 305 models were awarded in 1976 for the best running and jogging sneakers. Over the next few years, demand is rising, and in New Balance they design and manufacture the first women's running shoes and also begin to work with the whole line of clothing. Production grows, and the company goes into a European market research, and soon opens up a London trade and manufacturing facility in Ireland. New Balance's advertising policy did not include celebrities, but was based on the promotion of its product. Today, New Balance continues to develop superior footwear and clothing specializing in athletes' requirements, their unique style and the philosophy of professional access. The New Balance mission has never been to be the greatest, their mission is to be the best.