Ditto -- you can't put a price on injury avoidance. A real running store can check your feet and gait and advise you on the best shoe for you. They may cost $70 or they may cost $130. Properly fitting shoes specific to your sport can make the difference between miserable runs and happy ones. Hey, running is still a lot cheaper than most sports!! All you really need are a good pair of shoes and wicking, non-cotton socks and you're good to go.
As far as soreness -- I usually take ibuprophen because it is a pain reliever and an anti-inflammatory, which helps reduce the muscle swelling. Stretching and light workouts help get rid of the soreness faster than resting, in my experience. If you are getting VERY sore, then you may be pushing the program too fast and need to back off and run shorter or fewer days for a while, until your muscles, tendons, ligaments and joints get used to it. The pros swear that ice baths after long runs will help reduce swelling and hasten recover, but I've never been able to bring myself to do that!
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