- New five-part social film series follows Atlas' journey to learn football (soccer) through human emotion and creativity
- Campaign brings Hyundai Motor's "Next Starts Now" FIFA World Cup 2026™ platform to life through human-centered robotics and storytelling
- Atlas performs the advanced "Ghost Rabona", demonstrating Boston Dynamics' Physical AI capabilities through real robotic motion
SEOUL, May 29, 2026 /PRNewswire/ -- Hyundai Motor Company today announced the launch of "School of Football", a new global campaign featuring Boston Dynamics' humanoid robot Atlas®. Created as part of Hyundai Motor's "Next Starts Now" FIFA World Cup 2026™ platform, the campaign uses football (soccer) as a universal language to explore the future of human-centered robotics through expression, emotion and sport.