#USA #Seoul #FIFA World Cup #ATLAS #Hyundai Motor

Hyundai Motor Introduces 'School of Football'

As we gear up for the FIFA World Cup 2026™, Hyundai Motor Company has unveiled its latest worldwide initiative, the 'School of Football'. This innovative campaign centers around Atlas, Boston Dynamics' humanoid robot, inviting audiences to explore the intersection between robotics, emotion, and the universal language of soccer.

The Vision Behind the Campaign

Hyundai's 'School of Football' aims to capture the essence of creativity and passion in the world of soccer, demonstrating how robotics can transcend traditional functional applications. Instead of a standard product showcase, this campaign employs storytelling to depict Atlas's journey as it learns from the emotional energy and creativity of humanity through the sport.

Sungwon Jee, Hyundai's Executive Vice President and Global CMO, states, "With 'School of Football', we leverage the universal language of soccer to present the next chapter of robotics in a manner that is engaging, intuitive, and centered around human experiences. Atlas’s journey reflects our belief that innovation starts with people—their passion, creativity, and expressiveness—showing how robotics can expand the possibilities of the future."

Atlas’s Soccer Journey

The campaign features a five-part social media film series that follows Atlas as it embarks on a learning journey in soccer. Each episode showcases different stages of Atlas's development:

1. Observing Emotions: Atlas begins by absorbing the vibrant emotions and energy from passionate soccer fans.
2. Fundamental Training: The robot undertakes basic exercises focusing on footwork, passing, and shooting techniques.
3. Skill Development: The narrative mirrors human learning processes, depicting Atlas’s gradual enhancement of skills.
4. Ghost Rabona Execution: The climax of the series is the execution of the 'Ghost Rabona', a complex trick requiring precision and timing.

Released between May 25th and 29th on Hyundai's global social media platforms, the series emphasizes principles of continuous learning, repetition, and refinement, reflecting core values essential in both soccer training and robotics development.

Technical Innovations in the Campaign

The campaign film highlights Atlas’s capabilities through real-world examples, showcasing Physical AI via its performative movements in dynamic, sports-inspired settings. Every action demonstrated in the series was executed by Atlas without the use of CGI, underscoring the authenticity and technical credibility of the presentation. Particularly impressive is the advanced execution of the 'Ghost Rabona', which requires not just imitation but a high level of technical skill in dynamic environments.

To accomplish this feat, Atlas analyzes and models real soccer player movements down to intricate details. These movements are then transferred into a physics-based simulation environment where the robot employs reinforcement learning, undergoing countless cycles of trial and error to enhance its stability, precision, and execution of the moves.

The execution of such complex movements necessitates advanced capabilities, including:

• - Dynamic balance control in unstable settings.
• - Full-body coordination across multiple joints.
• - Real-time adjustments to weight and momentum shifts.
• - Precision motor control under physically constrained conditions.

On June 4th, Hyundai will release behind-the-scenes footage showcasing the collaboration with Boston Dynamics. This film will delve into the development process behind Atlas's movements, providing technical insights into robotic learning and movement design.

The Importance of This Campaign

The 'School of Football' embodies Hyundai's vision of 'Progress for Humanity', illustrating how advanced technologies can effectively engage through storytelling and sports. This initiative emphasizes:

• - Accessibility through narrative engagement.
• - Enhanced interaction through the lens of sports.
• - A human-centered approach that highlights emotions and creativity.

The journey of Atlas not only showcases the inspiration behind innovation but also illustrates how robotics can widen future possibilities. Furthermore, it reflects the combined strengths of Hyundai Motor Group and Boston Dynamics, emphasizing the latter's expertise in dynamic robotics and embodied AI, while highlighting Hyundai's commitment to advancing AI-driven mobility and robotics.

Looking ahead, Hyundai envisions humanoids as a crucial growth sector within the global physical AI market. Plans are in place to train Atlas at the Robot Metaplant Application Center in Savannah, Georgia, with aspirations of deploying it in industrial settings to enhance human-robot collaboration.

On May 28th, Hyundai also released a reaction video featuring global brand ambassador Son Heung-min, further extending the campaign's reach and connecting its narrative with the global soccer community.

About Hyundai Motor Company

Founded in 1967, Hyundai Motor Company operates in over 200 countries, employing more than 120,000 individuals committed to tackling practical mobility challenges. Building on its brand vision of 'Progress for Humanity', Hyundai is transitioning into a smart mobility solutions provider, investing in advanced technologies such as robotics and Advanced Air Mobility (AAM) to create revolutionary mobility solutions. The company is also dedicated to developing environmentally sustainable solutions through industry-leading hydrogen fuel cell and electric vehicle technologies.

For more information about Hyundai Motor and its offerings, visit Hyundai's official site. Follow the Hyundai Global Newsroom on Instagram @hyundai_mediahub for additional content and updates.