Just because you have pain on the side of your thigh or knee doesn't mean you have ITB (Iliotibial band) problems.
A portion of people will have their symptoms resolved by foam rolling and strengthening their muscles. There are some though, that can foam roll their ITB until the cows come home or do squats all day and their symptoms won't go away.
There are reasons for this:
In Eastern medicine the tensor fasciae latae muscle (TFL) is correlated with the colon and large intestine. This muscle attaches from the hip and inserts into the ITB.
During this holiday season when we are consuming TOO MUCH sugar, cookies, cakes, pies, chocolate, fudge, brownies, caffeine, and alcohol which aren't helping our bodies.
This system can explain why your symptoms still exist after doing everything you know to fix it. That is because the ITB problem is a symptom of a poor diet.
For any condition it is important to address all the factors not just where it hurts. During this holiday season enjoy the cookies, cakes, pies, and alcohol, but the key is to enjoy it in moderation.