Hyundai showcases Atlas learning football skills

May 29, 2026, 09:47 am

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Key visual for the School of Football campaign featuring Atlas, the humanoid robot developed by Boston Dynamics. /Hyundai Motor Group

Hyundai Motor Group has unveiled a unique campaign combining advanced robotics and football, highlighting the capabilities of its physical artificial intelligence (AI) technologies.

The group announced on May 29 the release of its School of Football campaign video series, which follows the learning journey of Atlas, the humanoid robot developed by Boston Dynamics, as it gradually masters football skills.

The campaign is part of Hyundai Motor’s FIFA World Cup initiative, Next Starts Now, which stems from the company's broader vision of Progress for Humanity.

The series consists of five videos, including a launch film featuring Atlas as the main character and several training-focused episodes that showcase the robot practicing football techniques.

The launch film tells the story of Atlas becoming fascinated with football after observing the emotions, energy and dynamic movements that define the sport and its players.

The training videos document Atlas’ progression from fundamental football skills such as footwork, passing and shooting to more advanced techniques, including crossing and shooting while crossing its legs, as the robot learns increasingly complex movements step by step.

Hyundai Motor plans to release an additional making-of film on June 4 featuring interviews with Boston Dynamics personnel who led Atlas’ training and development for the campaign.

Ji Sung-won, Executive Vice President and Head of Brand Marketing at Hyundai Motor, said the campaign is significant because it presents the future of robotics through football in an engaging and human-centered way as part of Hyundai’s World Cup campaign.

“We will continue creating diverse brand experiences that leverage mobility and robotics technologies,” he said.

#Hyundai Motor Group #Boston Dynamics #Atlas #humanoid robot #School of Football