Turn “walking on water” into a shoe.

The actual move

MSCHF’s Jesus Shoes project puts the religious walking-on-water reference into a modified sneaker.

Why it makes the cut

An idiom becomes a physical product premise instead of a tagline.

What separates it from ordinary marketing

The shoe gives the metaphor a location: beneath the wearer’s foot. The literalization is memorable, although provocation is doing part of the work.