A Robotic Journey on the Pitch
Hyundai Motor has unveiled a new campaign titled ‘School of Football’, positioning the upcoming FIFA World Cup 2026 as a stage for a bold experiment in robotics. The initiative, developed under Hyundai’s ‘Next Starts Now’ platform, pairs the automaker with Boston Dynamics to showcase the capabilities of the humanoid robot Atlas.
The campaign unfolds as a five‑part episodic social film series that follows Atlas as it learns the fundamentals of football. By treating the sport as a universal language, the series seeks to illustrate how robotics can be shaped by human curiosity, emotion and adaptability.
Central to the narrative is the robot’s progression from basic ball control to mastering sophisticated techniques. In the final episode Atlas executes a move called the ‘Ghost Rabona’, a maneuver that demands precise timing, balance and deceptive motion. All actions were performed by the robot without any computer‑generated imagery.
Behind the scenes, Atlas undergoes extensive reinforcement‑learning training to refine its stability, accuracy and execution. The training takes place at the Robot Metaplant Application Center in Savannah, Georgia, where the company will also prepare the robot for potential industrial applications.
To amplify the story, Hyundai released a reaction video featuring its global brand ambassador Son Heung‑min, whose response underscores the emotional resonance of the project. The video offers a glimpse into how the collaboration bridges sport, technology and fan engagement.
Hyundai Motor Group views humanoid robotics as a key growth area within the global Physical AI market. The company is accelerating its transformation into a Smart Mobility Solution Provider, investing in advanced technologies such as robotics, Advanced Air Mobility and zero‑emission vehicles powered by hydrogen fuel cells and electric drivetrains.