Hyundai Motor Unveils Global Campaign 'Next Starts Now' Featuring Advanced Robotics
Hyundai Motor Company recently showcased its ambitious new global marketing campaign, "Next Starts Now," emphasizing a future driven by innovation and technological advancement at the 2026 New York International Auto Show. Coinciding with its longstanding partnership with FIFA, Hyundai is set to debut advanced robotics during the FIFA World Cup 2026™, introducing impressive robotic entities such as Atlas® and Spot® from Boston Dynamics. This integration of robotics aims to enhance tournament operations and elevate the fan experience.
The star of the campaign is celebrated football player Son Heung-min, captain of the South Korean national team. Hyundai has appointed him as their global ambassador, cementing their connection to the sport. Son will feature alongside Atlas in a series of engaging advertisements designed to resonate with football fans worldwide. In his statement, Son expressed his motivation, saying, "I firmly believe that the future belongs to those who pursue it, and that mentality drives me to work harder every day... Together, we’re contributing to driving the future."
"Next Starts Now" is not just a marketing slogan; it encapsulates Hyundai's mission. José Muñoz, President and CEO of Hyundai Motor Company, reflected on the brand’s 27-year partnership with FIFA. He stated, "We're introducing innovative technologies and immersive interactions that will make this World Cup one for the ages... This year, we expand our presence with advanced robotics, enhancing fan engagement and operational efficiency."
The campaign emphasizes Hyundai's commitment to the philosophy of "Progress for Humanity." Sungwon Jee, Executive Vice President of Global Marketing, shared insights on this vision: "Instead of waiting for the future to unfold, we’re bringing it directly to the fans. Each match represents new energy and possibilities, reflecting our dedication to progress."
In line with their focus on youth engagement, Hyundai will also promote soccer at a grassroots level through youth football camps in four host cities of the 2026 FIFA World Cup—Atlanta, Miami, New Jersey, and Los Angeles. These events, led by football icons Mia Hamm and Tim Howard, aim to inspire the next generation of athletes, focusing on children aged 6 to 12.
Additionally, Hyundai is launching an international drawing competition for children, "Be There With Hyundai," inviting young fans from around the globe to create artwork supporting their national teams. Selected designs will grace the official team buses during the tournament, allowing kids to partake actively in the World Cup festivities.
With its innovative approach and community-focused efforts, Hyundai aims to strengthen its presence in the world of sports and technology. The partnership with Boston Dynamics for the deployment of Atlas and Spot highlights their dedication to enhancing operations and providing unique experiences to fans during the World Cup.
In conclusion, as Hyundai embarks on this ambitious journey, it represents not just an initiative but a vision for a future where technology and sport coalesce for a profoundly impactful experience. The campaign's motto, "Next Starts Now," is a call to action that resonates beyond the realm of football, signaling Hyundai's commitment to shaping an innovative tomorrow both on and off the field.
For further updates and to view the campaign announcement featuring Son Heung-min and Atlas, visit Hyundai's official YouTube channel.
The star of the campaign is celebrated football player Son Heung-min, captain of the South Korean national team. Hyundai has appointed him as their global ambassador, cementing their connection to the sport. Son will feature alongside Atlas in a series of engaging advertisements designed to resonate with football fans worldwide. In his statement, Son expressed his motivation, saying, "I firmly believe that the future belongs to those who pursue it, and that mentality drives me to work harder every day... Together, we’re contributing to driving the future."
"Next Starts Now" is not just a marketing slogan; it encapsulates Hyundai's mission. José Muñoz, President and CEO of Hyundai Motor Company, reflected on the brand’s 27-year partnership with FIFA. He stated, "We're introducing innovative technologies and immersive interactions that will make this World Cup one for the ages... This year, we expand our presence with advanced robotics, enhancing fan engagement and operational efficiency."
The campaign emphasizes Hyundai's commitment to the philosophy of "Progress for Humanity." Sungwon Jee, Executive Vice President of Global Marketing, shared insights on this vision: "Instead of waiting for the future to unfold, we’re bringing it directly to the fans. Each match represents new energy and possibilities, reflecting our dedication to progress."
In line with their focus on youth engagement, Hyundai will also promote soccer at a grassroots level through youth football camps in four host cities of the 2026 FIFA World Cup—Atlanta, Miami, New Jersey, and Los Angeles. These events, led by football icons Mia Hamm and Tim Howard, aim to inspire the next generation of athletes, focusing on children aged 6 to 12.
Additionally, Hyundai is launching an international drawing competition for children, "Be There With Hyundai," inviting young fans from around the globe to create artwork supporting their national teams. Selected designs will grace the official team buses during the tournament, allowing kids to partake actively in the World Cup festivities.
With its innovative approach and community-focused efforts, Hyundai aims to strengthen its presence in the world of sports and technology. The partnership with Boston Dynamics for the deployment of Atlas and Spot highlights their dedication to enhancing operations and providing unique experiences to fans during the World Cup.
In conclusion, as Hyundai embarks on this ambitious journey, it represents not just an initiative but a vision for a future where technology and sport coalesce for a profoundly impactful experience. The campaign's motto, "Next Starts Now," is a call to action that resonates beyond the realm of football, signaling Hyundai's commitment to shaping an innovative tomorrow both on and off the field.
For further updates and to view the campaign announcement featuring Son Heung-min and Atlas, visit Hyundai's official YouTube channel.
Topics Consumer Technology）
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