Painful nipples

Hi mummies! I have been breastfeeding my lo for the past 8 months. I DL when I am home and pump while at work. Everything was going well so far. Suddenly this past 1 week my nipples are extremely sore and painful, each time baby latches or I pump there is this burning sensation and pain that just wont go away. I tried applying nipple cream and letting my nipples rest overnight but no improvement. Checked my lo's tongue, its clean and no teeth yet to. Anyone had a similar experience? So painful and idk what to do... :(