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

• 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, South Korea, 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.

Unlike traditional product demonstrations, the campaign presents a narrative-driven approach, following Atlas as it observes human passion and creativity in football and begins to learn the sport. Through this journey, Hyundai Motor highlights how robotics can evolve beyond functionality to reflect human curiosity, adaptability and expression.

"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. As excitement builds ahead of the FIFA World Cup 2026™, 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," — Sungwon Jee, Executive Vice President and Global Chief Marketing Officer at Hyundai Motor Company

How Does "School of Football" Bring Robotics and Football Together?

"School of Football" unfolds as a five-part episodic social film series following Atlas' learning journey — from discovery to advanced execution.

• Atlas begins by observing fans' emotions and energy, sparking curiosity about football
• It progresses through foundational training, including footwork, passing and shooting
• The series captures progressive skill development, mirroring human learning processes
• The narrative culminates in the execution of the "Ghost Rabona", a highly technical move

Released sequentially from May 25 to May 29 across Hyundai Motor's global social channels, the series emphasizes continuous learning, repetition and optimization — core principles in both football training and robotics development.

What Makes the Campaign Technically Significant?

The campaign film showcases the capabilities of the next-generation electrically powered Atlas through real-world execution, demonstrating Physical AI through embodied movement in dynamic, sport-inspired environments. All movements featured in the campaign were performed by Atlas without the use of computer-generated imagery (CGI), reinforcing both authenticity and engineering credibility.

Notably, the advanced "Ghost Rabona" — a cross-leg kick requiring precise timing, balance and deceptive motion — represents a high level of technical difficulty that goes beyond simple motion replication.

To achieve this, Atlas analyzes and models real human football movement data at a granular level. These movements are translated into a physics-based simulation environment, where the robot undergoes extensive training through Reinforcement Learning, repeating countless cycles of trial and error to optimize stability, accuracy and execution.

Executing such movements requires a combination of advanced capabilities, including:

• Dynamic balance control in unstable, asymmetrical postures
• Full-body coordination across multiple joints and limbs
• Real-time adaptation to shifting weight and momentum
• Precision motor control under physically constrained conditions

On June 4, Hyundai Motor will release additional behind-the-scenes content showcasing its collaboration with Boston Dynamics. The film highlights the development and training process behind Atlas' movements, along with technical insights into robotic learning and motion design. It demonstrates how robotics systems can evolve through complex, real-world physical challenges inspired by sport.

Why Does This Campaign Matter?

"School of Football" reflects Hyundai Motor's vision of "Progress for Humanity," demonstrating how advanced technologies can be made:

• More accessible through storytelling
• More engaging through sport
• More human-centered through emotion and creativity

By following Atlas' journey, the campaign illustrates how innovation begins with human inspiration and how robotics can expand what is possible for the future. It also highlights the combined strengths of Hyundai Motor Group and Boston Dynamics, showcasing Boston Dynamics' leadership in dynamic robotics and embodied AI, alongside Hyundai Motor Group's commitment to advancing AI-driven mobility and robotics innovation.

Looking ahead, Hyundai Motor Group sees humanoids as a key growth area in the global Physical AI market. The Group plans to train Atlas at the Robot Metaplant Application Center (RMAC) within Hyundai Motor Group Metaplant America (HMGMA) in Savannah, Georgia, with the aim of deploying it in industrial environments to advance human-robot collaboration.

On May 28, Hyundai Motor also released a reaction video featuring its global brand ambassador Son Heung-min, further extending the campaign conversation across social channels and connecting the story to the global football community.

About Hyundai Motor Company
Established in 1967, Hyundai Motor Company is present in over 200 countries with more than 120,000 employees dedicated to tackling real-world mobility challenges around the globe. Based on the brand vision 'Progress for Humanity,' Hyundai Motor is accelerating its transformation into a Smart Mobility Solution Provider. The company invests in advanced technologies such as robotics and Advanced Air Mobility (AAM) to bring about revolutionary mobility solutions while pursuing open innovation to introduce future mobility services. In pursuit of a sustainable future for the world, Hyundai will continue its efforts to introduce zero-emission vehicles with industry-leading hydrogen fuel cell and EV technologies.

More information about Hyundai Motor and its products can be found at:
https://www.hyundai.com/worldwide/en/ or Newsroom: Media Hub by Hyundai

Follow our Hyundai Global Newsroom Instagram channel @hyundai_mediahub

Visit the Hyundai Media_Hub for more content

Disclaimer: Hyundai Motor Company believes the information contained herein to be accurate at the time of release. However, the company may upload new or updated information if required and assumes that it is not liable for the accuracy of any information interpreted and used by the reader.

Disclaimer: Hyundai Motor Company believes the information contained herein to be accurate at the time of release. However, the company may upload new or updated information if required and assumes that it is not liable for the accuracy of any information interpreted and used by the reader.

 

 

 

 

 

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

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

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

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

Annual conference will explore how AI, multilingualism, Indigenous knowledge, Hip Hop, migration, trauma and emerging technologies are reshaping what literacy means.

TAMPA, Fla., Sept. 16, 2026 /PRNewswire/ -- As the Literacy Research Association prepares to gather in Honolulu, we extend our care to communities across Hawaiʻi affected by the recent storms. We also mourn the passing of LRA Past President P. David Pearson and honor his extraordinary legacy of scholarship, mentorship, and leadership in literacy research.

This December, more than 1,000 literacy scholars, educators, and advocates will convene, as they have for over seven decades, for the 76th Annual Conference of the Literacy Research Association. A singular question will serve as the primary focus for this assembly: How does literacy create new possibilities when it travels across people, communities, languages, technologies, cultures, and histories?

Registration is now open for researchers, educators, community leaders, and literacy advocates who want to help shape how literacy research responds to AI, migration, multilingualism, cultural change, and emerging forms of learning. 

Join literacy experts from around the world from December 2–5, 2026 at the Hilton Hawaiian Village Waikiki Beach Resort, 2005 Kālia Road, Honolulu, HI 96815. 

Hotel accommodations are available through the LRA conference room block. Detailed session schedules and program information are available through the LRA 2026 online conference program via All Academic. Connect with LRA on LinkedIn, Twitter, Instagram, Threads, and Facebook and get quick, real-time updates from the conference.

Explore a Transformative Theme: Redefine the Future of Literacy Research

The LRA 2026 theme is "Manifesting Quantum Imaginaries: Re-searching Literacies as a Transcontextual Enterprise." The theme uses quantum imaginaries as a metaphor for exploring how literacy moves, connects, and changes across contexts—not as a claim that quantum science itself is a theory of literacy.

The conference program features Reading Hall of Fame inaugural addresses, and includes keynote speeches, presidential sessions, and workshops for practitioners. These events span contexts such as primary and secondary education (encompassing kindergarten through high school), post-secondary instruction (college-level studies and beyond), informal community learning, emerging technologies, and the swiftly evolving domain of artificial intelligence. 

"Literacies are never confined to a single place," said Patriann Smith, LRA 2026 President-Elect and Conference Chair. "They travel across communities, languages, technologies, and generations. This conference asks what new possibilities emerge when we view literacy through that lens." 

Attend a Featured Keynote: Trauma, Language, Literacy and the Global South

A major conference highlight will be the featured keynote address by Suresh Canagarajah. Canagarajah is the Evan Pugh University Professor at Penn State University and internationally renowned scholar of language, literacy, multilingualism, and translingual practice. 

His keynote, "Disturbances that Entangle Anomalous Texts: Trauma Literacy in the Global South," will examine how language and literacy shape the ways individuals and communities understand, negotiate, and transform experiences of trauma. Through the conference's theme, he will explore how literacy can enable healing, resilience, and social transformation across diverse global contexts. He will connect questions of language, identity, colonialism, conflict, and community to the ongoing pursuit of more just and humane futures. 

The LRA 2026 program will also feature a keynote speech by esteemed professor at Teachers College - Columbia University, Yolanda Sealey-Ruiz. 

View a Film: Hip Hop, Literacy and the "Hour of Chaos"

A special conference session, Presidential Session 8, will bring Hip Hop artists, scholars, and activists together for a screening and discussion of a new film. The film, "In the Hour of Chaos: Hip Hop Art & Activism with Public Enemy's Chuck D," features Public Enemy's Chuck D and a corresponding 2026 book.

H. Samy Alim, Samuel Lamontagne, and Tabia Shawel directed the film, which reflects artists, activists, and scholars sharing their thoughts on 50 years of Hip Hop culture. They discuss its ongoing importance in society, culture, and politics. 

The session in Honolulu will gather directors Alim, Lamontagne, Shawel, along with Joan Morgan, Jeff Chang, Casey Philip Wong, and Emile YX? from Black Noise. They will have a film screening, discuss the book, and join a panel. They will talk about Black radical movements, Hip Hop feminisms, how culture spreads worldwide, technology, education, and the future of Hip Hop and literacy studies.

Examine Presidential Sessions: Research, Practice, and Community 

The LRA 2026 Presidential Sessions will feature leading scholars, educators, artists, and community leaders, addressing some of the most consequential questions facing literacy education today. Across four major areas of inquiry, the LRA 2026 Presidential Sessions will examine how literacy research is responding to a rapidly changing social and technological landscape: 

• Transnationalism, immigration, race, and belonging through discussions of transnational, immigration, and Black literacies.
• Community, relationality, and Indigenous knowledge systems, with a focus on multilingual solidarities, Hawaiian literacies, and intergenerational connections.
• Technology, Hip Hop, and educational innovation, examining digital literacies, cultural activism, and adolescent achievement.
• Critical literacy, artificial intelligence, and identity, addressing responsible AI, research-policy-practice partnerships, and community-based approaches to literacy and learning.

"The future of literacy research and of education cannot be shaped by any one discipline, institution, or perspective," Smith said. "It takes researchers, educators, artists, community leaders, and learners coming together to ask different questions and connect ideas across contexts. LRA 2026 is an invitation to do exactly that—and to leave Honolulu with new questions, new partnerships, and new possibilities for flourishing and for the field."

About the Literacy Research Association

The Literacy Research Association (LRA) is a community of scholars, educators, and literacy professionals dedicated to advancing research and disseminating knowledge about literacy, language, communication, and learning. For more than seven decades, LRA has supported research and dialogue that informs literacy scholarship, education, policy, and practice.

Patriann Smith
Email: psmith@literacyresearchassociation.org
Website: https://literacyresearchassociation.org/
Literacy Research Association

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Literacy Research Association Convenes Global Scholars in Honolulu to Shape the Future of Education

Literacy Research Association Convenes Global Scholars in Honolulu to Shape the Future of Education

Literacy Research Association Convenes Global Scholars in Honolulu to Shape the Future of Education

Literacy Research Association Convenes Global Scholars in Honolulu to Shape the Future of Education

Literacy Research Association Convenes Global Scholars in Honolulu to Shape the Future of Education