You know a marketing genius is pushing the envelope of good taste when he decides to use Salt Lake City, headquarters of the Mormon church, as "ground zero" for launching a U.S. campaign to sell a footwear line called Atheist Shoes.

"Founded in 2012 to promote atheism and encourage more people to declare the end of god through gorgeous, Bauhaus-inspired footwear. . ." says Atheist Shoe's press release.

Actually, Atheist Shoes are pretty cool looking, despite the gratuitously cheeky sloganeering like: "Thou shalt have no other shoe but me."

Added value! If you stomp around in the snow or on the Great Salt Lake mudflats in your Atheist Shoes—you'll leave an imprint that says "Ich bin Atheist" or "Darwin Loves."

If that kind of shoe-fetish action turns your crank, check out Atheist Shoes' pop-up store Friday through Sunday at the Salt Lake Center Hilton. It's the second stop in the brand's "mission" to America. According to founder David Bonney:

"Coming to Salt Lake feels necessary, as it's ground zero for some very wooly and silly thinking about why we're here and what life is all about, not to mention that many people in SLC insist on wearing cheap, Asian-produced shoes by big famous brands that consistently screw people over..."

Of course, if you really want to buy local (Ich bin Utahn!), screw the Germans and check out Zuriick shoes at 9th and 9th.

And Zuriick's marketing concept out-Nietzsches the German brand's, if you're into that kind of thing.