But I did like to gently massage my heel with the cream. I then experimented with all kinds of inserts. This is where I learned that some combinations caused more harm then good. I got a thick sports insole from Sports Authority with good arch support. They are really comfortable now.
New balance are good for stability.
Before an icing I'd rub along the muscle deeply. Also rolled the golf ball around, kept it at my desk at work. My PF friend subscribed all kind of exercises, marble picking up and towel grabbing. Basically hang them over the edge of a seat and lift them up and down - toe up, toe down. 30 reps 3 sets.