depends where you are located........but in general, avoid any chain store or major shoe store (like sports authority or just for feet) where they just hire people to pay by the hour. If you look around into running groups, clubs in your area, they shoud be able to tell you a good local running store. There may be a internet site with some local stuff.....or see if there is a "hash hound harrier" running group....drinkers with a running problem.....it's a national thing but tends to be pretty intense runners and there are small groups all over teh country in tons of towns and cities.....do a google search for it, and see if you can find a forum) You really want a professional runner who sells shoes and knows which brands to try. For me personally, I can't wear anything by NIKE, they force me to pronate my feet and generally don't have as much arch supprt as I need.
The brand I like the best...and this is simply from personal experience of what fits my feet and the way I walk (I am always standing on the outside edges of my feet) is Saucony (for running). My other sneakers are Adidas for very day usage, though I don't really do anything of significane but walk in them, though they do semm to let me walk 'naturally'. Have no fear to try on tons of shoes at the shoe store. Pay real close attention to the way you walk and you will notice every step starts at the rear outside edge of your foot and the pressure moves forward on that lateral edge. When you wear a shoe that is correct for you, it will not force you to do anything but what is natural.
It used to be thought that you needed to get shoes to correct that and flatten it out, but it is completely the opposite, you need shoes that fit your walk and complment your stride, not correct it.
When you get to a shoe store, look for something with alot of arch support....any general sporting goods store likely won't know what you mean and will just try to make a sale.
Another thing to look into is superfeet. go to superfeet.com and look for locations that sell superfeet. You'll want the green ones. They cup the heal, and give high arch support at the same time. They can be fairly costly ($50), but certainly cheaper than a custom-made insert ($4-500 to get a foot mold made...but then afterward to make custom insert from that mold is only $30-50). Really the inserts are better if you are getting what is called plantar fasciitis...essentially a tendonitis on the bottom of your foot. But they can help if you are a supinator. And they tend to be somld only at high-end shoe stores...running shoe sport stores type of thing.
Often times, outdoor stores, like REI has very knowledgeable people that can sell you shoes....or can tell you a good local running store where you can really have a guru sell you shoes that are right for you.
In particular (I seem completely unable to write a quick answer about this) for you, I would lay off any running or sprinting until you can get the pain down...doing that will just prolong the situation. I would take Ibuprofen around the clock for a week (800mg every six hours...with food and water) I usually use Alleve, since it is the same medicine but dosed two times a day
(though I think approx 400mg twice/day is sufficient...maybe 600mg/twice a day for a week, then cut down to what the bottle says on the back. You'll get pain releif (likely not complete) and anti-inflammatory from that. Get Icy hot or Flexall and massage it right onto the area that hurts....and you'll be able to localize right to the area that is inflamed. That stuff usually has a salicylate in it....another anti-inflammatory.....(aspirin is acetylSALICYLIC acid)...you don't need to rub it all over your body, but it can help with the pain and inflammation as well. That helped me jsut get through the day. Smelled like menthol though.
Ice the area several times a day...I used to massage with ice cubes since it was such a localized area. In general for any sprain or inflammation, ice atleast 3x/day for atleast 30 minutes a day until the pain and swelling is resolved...there's evidence to say that works...none of this 20 minutes on /off crap, or heat for 1 day, then ice afterwards...people make up all sorts of ways....there's clinical evidence to back what I am telling you.
Get some good shoes that match the way you walk. If you try on enough, you'll feel the difference remarkably when you wear a pronating shoe vs a supinating shoe. If you seem to heal up in a few days to a week (if you are fortunate), get back slowly into the running. You'll gain more confidence....but trust me on this,if you were wearing the shoes that caused this before, you were probably pounding your muscles needlesslly...you'll feel more in shape and recover faster once you get the right shoes. Laying off a week or two you will get it back quicker than you think, so don't rush back into things and you could potentially get back for the entire season of football. I had no idea things like this could make such a huge training impact until it happened to me....I felt like a new person within a week or two of resting and then starting up again with the right shoes.
I jsut reread the post.....don't try to run through them...like I said, shin splint are non-specific...everyone thinks they have them, but it really sounds like you have medial tibial stress syndrome....likely from your shoes. "Running though them" tends to work only if you get the anterior tibialis type of 'shin splints'....which if you are lucky enough to be able to train through them, it resolves becuse your muscle is now capable of handling the work and doesn't get so inflammed.
Some people suggest writing the alphabet with your big toes in the air.....it will exercise the anterior tib and stretch the tendons and muscles as well. I could never keep that up with any regularity. There may be some truth to your gastrocs being more toned/stronger than your anterior muscle groups...
Hope this helps you so you can get back to football.