This campaign was a cooperation between Back Market and the German soccer club FC St. Pauli. The core idea was to give back to fans by gifting them the perfect tech through a playful concept called Secret Santa Pauli.

To spark curiosity and engagement, the campaign teased that one FC St. Pauli player might be the Secret Santa. Content featured Bundesliga players James Sands and Joel Chima Fujita before revealing Joel as the Secret Santa. To keep it community-driven, fans were invited to take part in tech- and soccer-based challenges, combining player content with genuine fan participation.

The campaign was created in 2025 with Joli, following a successful pitch that secured Back Market as a long-term partner.