For me, this tape was nothing short of miraculous. I had suffered from intense heel pain for 8 months from plantar fasciitis. I did everything- stretches, massage, ice, night brace, orthotics, etc. Then I saw this tape and decided to try it. I put it on exactly as the instructions said, and took my first pain-free steps in months! I don’t really know how it works- “provides support and improves blood flow”- but I don’t actually care- it really works! I wore it 24/7 for 7 days, replacing it every morning, and putting it on with my toes pointed slightly downwards for more intensity. Now I’m pain free. I’m going to keep it onhand at all times in case my heel starts to hurt again, or if I go hiking or know I’ll be walking more than normal. Do yourself a favor and try it! Later edit- while this amazing tape relieves pain, it does not cure plantar fasciitis. in order to cure it, we still have to do all the things that the doctors tell us - the appropriate stretches, rolling the foot on a massage ball, ice, night sock or night splint. The problem is, when you are wearing the tape, you can’t do those things. So here is what I did: I applied the tape first thing in the morning after my shower. I wore it all day long every day while working, because I had to walk a lot. In the evening, I removed the tape, did all the massage techniques, rolling the foot on the ball, icing, etc. that I was instructed to do. At night I wore the plantar fasciitis night sock. Upon awakening in the morning, before getting out of bed, I massaged the facia, did the stretches, then put on slippers before taking the first step, so I was not in pain. I figure that pain means irritating the foot, so the less I did to make my foot hurt, the less inflamed I would be. I’ve been wearing this tape in the winter time with socks, so I don’t know yet how well it will do in the summer with sandals. Some people expressed concerns about the edges curling, and so far the only edge that has curled for me has been the very front edge behind the toes. With sandals I might just put a Band-Aid on that area to reinforce it. anyway, this tape makes all the difference for me!