Although the entire sole of the foot may hurt, the pain intensifies in the inner heel region. Specifically in the tuberous area where the fascia attaches to the calcaneal bone (i.e. the part of the sole of the foot near the heel). Over time, the pain may spread to the arch of the foot, covering the entire base of the foot.
It increases in the morning due to shortening at rest, especially when first placing the feet on the ground, as well as after starting to walk after any period of rest. It also increases when walking, jogging, stretching or exercising.