Hyundai Motor Company launched a campaign featuring Boston Dynamics' humanoid robot Atlas learning to play soccer, tying the effort to its sponsorship of the FIFA World Cup 2026.
The campaign, called "School of Football," is a five-part episodic video series released across Hyundai's global social channels from May 25 to May 29. It follows Atlas progressing through soccer skills — from observing fans to executing advanced moves — with the series culminating in the robot performing a "Ghost Rabona," a cross-leg kick requiring precise timing, balance, and deceptive motion.
All movements in the campaign were performed by Atlas without the use of computer-generated imagery, the company said. To achieve those movements, Atlas analyzes human soccer movement data, which is then translated into a physics-based simulation environment where the robot trains through reinforcement learning — repeating cycles of trial and error to optimize stability, accuracy, and execution.
Hyundai said the campaign is part of its broader "Next Starts Now" FIFA World Cup 2026 platform. The company is a long-term partner of the FIFA World Cup.
"Through 'School of Football,' Hyundai Motor is using the universal language of football to showcase the next chapter of robotics in a way that is engaging, intuitive and human-centered," Sungwon Jee, Executive Vice President and Global Chief Marketing Officer at Hyundai Motor Company, said in a statement. "Atlas' journey reflects our belief that innovation begins with people — their passion, creativity and expression — and that robotics can help expand what is possible for the future."
On May 28, Hyundai released a reaction video featuring its global brand ambassador Son Heung-min as part of the campaign. The company also plans to release behind-the-scenes content on June 4, showcasing the development and training process behind Atlas's movements.
The campaign highlights the combined capabilities of Hyundai Motor Group and its subsidiary Boston Dynamics. Hyundai acquired Boston Dynamics in 2021. The company said it sees humanoid robots as a key growth area and plans to train Atlas at the Robot Metaplant Application Center within Hyundai Motor Group Metaplant America in Savannah, Georgia, with the aim of deploying it in industrial environments.
Appearances by both Atlas and Spot at the tournament — which spans venues across the U.S., Canada, and Mexico — have been confirmed by Hyundai, Robotsbeat reported. Whether that presence will include a ceremonial kickoff involving the robot has become a subject of public speculation, the outlet noted.