Hyundai Motor Launches "School of Football" Campaign Featuring Boston Dynamics' Atlas Ahead of FIFA World Cup 2026™

Hyundai uses Boston Dynamics Atlas robot in World Cup 2026 campaign

Hyundai deployed Boston Dynamics' Atlas humanoid robot in a five-part FIFA World Cup 2026 campaign, training it via reinforcement learning to execute real soccer moves — including a "Ghost Rabona" — with no CGI. The campaign signals Hyundai's intent to position Atlas as an industrial-grade humanoid ready for factory deployment (Metaplant America, Savannah), using high-visibility sports marketing to normalize humanoid robotics ahead of commercial rollout.