Hyundai Atlas robot shows soccer skills in World Cup campaign

May 29 (Asia Today) -- Hyundai Motor Group released a new campaign linking advanced robotics and soccer, highlighting its physical artificial intelligence technology ahead of the World Cup.

Hyundai Motor Group said Friday it released its "School of Football" campaign video, which shows Atlas, a humanoid robot developed by Boston Dynamics, learning and improving through soccer movements.

The campaign is part of Hyundai Motor's World Cup campaign, "Next Starts Now," which is rooted in the company's vision of "Progress for Humanity."

The video series consists of five parts, including a launch film featuring Atlas and training scenes showing the robot practicing various soccer movements.

The launch film follows Atlas as it becomes interested in soccer after observing the emotions, energy and dynamic movements of players.

The training videos show Atlas gradually learning basic soccer skills such as footwork, passing and shooting, as well as more advanced techniques including crossed-leg shots and crosses.

Hyundai Motor said it plans to release a making-of film June 4 featuring interviews with Boston Dynamics officials who led Atlas' training during preparations for the campaign.

"The campaign is meaningful because it presents the future of robotics through soccer in an engaging and human-centered way as part of Hyundai Motor's World Cup campaign," said Jee Sung-won, executive vice president and head of Hyundai Motor's brand marketing division. "We plan to continue creating diverse brand experiences using mobility and robotics."

-- Reported by Asia Today; translated by UPI

© Asia Today. Unauthorized reproduction or redistribution prohibited.

Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260529010008721

Copyright 2026 UPI News Corporation. All Rights Reserved.

This story was originally published May 29, 2026 at 5:24 PM.