I can't underestimate the importance of buying decent running trainers if you're going to be running often!!
I started 'running' a couple of months ago, shooting for 3-4 times a week, i was using a pair of evisu trainers i wear to the gym and stuff, more stylish trainers than sports... ideal for going and lifting weights for an hour but after 10mins running my heels and shins were in bits!!!
Bought a pair of asics things in that sports soccer place and what a difference! I'm not a good runner by any stretch but these things make it sooooo much more bearable. They weren't even too expensive either, £30-£40 tops.