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It could be plantar fasciitis. I tried a lot of stuff that didn't work, then got back to basics. For real relief, tape up your arch like this before you work out or play your sport. Afterwards, ice your foot for 20 minutes.
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Off the shelf insoles, or products that you have to put in an oven, just don't do the job like the custom made insoles shown in this video. Dr Lee Cohen, Philadelphia's Sports Podiatrist, makes these beauties for the Eagles and Sixers, and he can custom make them for you too.