#USA #Seoul #Hyundai #ATLAS #Boston Dynamics

Hyundai Launches 'School of Football' Campaign with Atlas Before FIFA World Cup 2026™

On June 2, 2026, Hyundai Motor Company unveiled an exciting global initiative called the "School of Football." This campaign prominently features Atlas®, the humanoid robot from Boston Dynamics. Integrating robotics within the realm of football, Hyundai uses this campaign to explore the emotional and creative facets of the sport, reflecting their platform of "Next Starts Now" for the FIFA World Cup 2026™.

The campaign is a series of five social films that showcase Atlas learning football by immersing itself in human emotion and creativity. By stepping away from traditional product demonstrations, Hyundai presents a narrative approach in which Atlas observes human passion for football, ultimately embarking on its own journey to learn the sport. As it learns, Atlas not only gains skills but also reflects human curiosity and adaptability, showcasing the deeper potential of robotics beyond mere functionality.

"Through 'School of Football,' Hyundai Motor employs the universal language of soccer to reveal the next chapter in robotics in an engaging, intuitive way. As we eagerly approach the FIFA World Cup 2026™, Atlas's journey embodies our belief that innovation is people-driven, fueled by their passions and creativity," expressed Sungwon Jee, Executive Vice President and Global Chief Marketing Officer at Hyundai Motor Company.

Structure of the Campaign

The 'School of Football' unfolds through five episodes that follows Atlas's learning curve:
1. Observation: Atlas begins by observing the emotions and energy from the crowd, awakening its curiosity about football.
2. Basic Training: It moves onto fundamental skills, such as dribbling, passing, and shooting, paralleling human learning processes.
3. Gradual Skill Mastery: This cinematic journey emphasizes the progressive skill development essential in both football training and robotics.
4. Advanced Execution: The series culminates in Atlas executing a complex move known as the "Ghost Rabona," showcasing its advanced robotic capabilities.

From May 25 to 29, Hyundai's international social media channels broadcast this series, highlighting persistent learning as a core principle in both football training and robotics development.

Technical Significance of the Campaign

Hyundai's films spotlight Atlas's state-of-the-art electric propulsion capabilities, demonstrating physical AI through real movements in dynamic sporting environments. Crucially, every movement performed by Atlas was done without any CGI (Computer Generated Imagery), enhancing the authenticity and reliability of the technology.

The "Ghost Rabona"—a highly technical move requiring precise timing, balance, and deceptive action—illustrates a level of technical sophistication beyond simple motion replication. To master this, Atlas meticulously analyzes real human football movements at granular levels, translating them into a physics-based simulation environment for rigorous training through reinforcement learning. This method involves countless trial and error cycles aimed at optimizing stability, precision, and execution.

Accomplishing these movements necessitates advanced abilities such as:

• - Dynamic balance control in unstable and asymmetric postures.
• - Full-body coordination across various joints and limbs.
• - Real-time adjustments to weight shifts and momentum.
• - Precision control of the ball under challenging physical conditions.

On June 4, Hyundai will release behind-the-scenes content illustrating their collaboration with Boston Dynamics. This film provides insight into the development and training involved in Atlas's movements, showcasing how robotic systems can adapt to complex physical challenges in sports-inspired scenarios.

Significance of the Campaign

The 'School of Football' embodies Hyundai Motor's vision of "Progress for Humanity" by showcasing how cutting-edge technologies can be made accessible through storytelling, engaging through sports, and centering around human emotions and creativity. By showcasing Atlas's journey, the campaign highlights how innovation springs from human inspiration and how robotics can broaden the spectrum of possibilities for the future.

Moreover, it underscores the collaboration between Hyundai Motor Group and Boston Dynamics, emphasizing Boston Dynamics’ leadership in dynamic robotics and integrated artificial intelligence, along with Hyundai's commitment to advancing AI-driven mobility and robotic innovations.

Looking ahead, Hyundai Motor Group recognizes humanoids as a key growth sector in the global physical AI market. Plans are in place to train Atlas at the Robot Metaplant Application Center (RMAC) of Hyundai Motor Group Metaplant America in Savannah, Georgia, aiming for its deployment in industrial environments to enhance human-robot collaboration.

Further, Hyundai released a reaction video featuring its global brand ambassador, Son Heung-min, further extending the campaign's reach across social media and connecting the narrative to the worldwide football community.

About Hyundai Motor Company

Founded in 1967, Hyundai Motor Company operates in over 200 countries and employs more than 120,000 individuals dedicated to tackling mobility challenges around the globe. With a mission of "Progress for Humanity," Hyundai is evolving into a provider of smart mobility solutions, investing in cutting-edge technologies like robotics and advanced air mobility to develop revolutionary transportation solutions. In its pursuit of a sustainable future, Hyundai strives to introduce zero-emission vehicles equipped with hydrogen fuel cell technology and electric vehicles. For further information regarding Hyundai Motor and its products, visit Hyundai's Global Website or its Media Hub.