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™

NEW YORK, July 21, 2026 /PRNewswire/ -- CodeeBot, a pioneer in educational technology, today announced the official launch of CodeeBot—a groundbreaking, screen-free tangible coding platform designed to make programming logic intuitive, physical, and accessible. Protected by 14 invention patents, CodeeBot represents a brand-new category of tangible coding systems that bridges education, creativity, and real-world making.

Coding Made Tangible: A Screen-Free Experience

Unlike traditional coding toys or software-based learning tools that rely heavily on digital screens, CodeeBot completely removes tablets, phones, and computers from the learning equation. Users build functional programs by physically connecting magnetic blocks, with each block representing a specific programming instruction such as motor control, loops, or conditional logic.

At the heart of the system is a proprietary compiler architecture developed through five years of in-house research and engineering. The platform features an error-resistant design: the magnetic structure ensures correct logical connections and prevents syntax errors by design, allowing users to focus on understanding logic rather than fixing code mistakes. Once a program is set, a rotary control executes the code, and an integrated light-flow system visually traces the execution path in real time, transforming abstract programming concepts into a visible, intuitive process.

Innovative AI-Powered Voice Tutor (Powered by GPT)

At the core of the CodeeBot experience is an advanced AI Voice Tutor built on GPT, which is deeply integrated with the compiler, enabling natural, conversational interaction without a screen. The AI tutor provides personalized, real-time guidance when users encounter difficulties, offers logic clarification, delivers step-by-step guidance, and suggests improvements for expanding projects—all while maintaining a controlled, safe, and appropriate screen-free experience.

"We believe children should learn programming by building ideas with their hands instead of memorizing syntax," said Alex Ye, Founder of CodeeBot. "Our goal was to create a system where hardware, software, and AI work together to make computational thinking visible, intuitive, and enjoyable."

From Toy to Real-World Prototyping

CodeeBot is engineered for families, tech enthusiasts, makers, and educators alike. Rather than just controlling pre-built devices, the platform empowers users to build real functional projects, including smart lights, automatic curtains, pet feeders, card shufflers, and robotic mechanisms. It serves as an ideal tool for rapid prototyping, classroom demonstrations, and maker-space activities.

By combining modular electronics with tangible programming, CodeeBot bridges coding education and real-world prototyping, encouraging creativity through experimentation rather than screen interaction.

Kickstarter Campaign & Early Bird Pricing

CodeeBot will debut globally through Kickstarter with four product bundles available during the crowdfunding campaign:

• Inspiration Kit: Retail Price: $499 | Super Early Bird: $299
• Explorer Kit: Retail Price: $749 | Super Early Bird: $399
• Inventor Kit: Retail Price: $899 | Super Early Bird: $549
• Smart Home Kit: Retail Price: $1,299 | Super Early Bird: $799

Special double-pack bundles ("Double Early Bird") and advanced robotic expansion add-ons (such as the Crossbow, Robotic Hand, Dancing Flower, Pet Feeder, and BBQ Robot sets) are also available starting as low as $29 during the campaign.

Interested parents, educators, and tech enthusiasts can learn more and back the project today by visiting Kickstarter and CodeeBot's official website.

Empowering Children to Think, Not Just Code

As artificial intelligence continues to reshape the global landscape, a fundamental question has emerged: What should education look like in the age of AI? Today, CodeeBot steps forward with a clear answer, introducing a platform designed to shift the focus of early education from syntax memorization to pure innovation and computational thinking.

"AI can continuously accumulate knowledge, while every human must start from the very beginning—learning that one plus one equals two," said Alex Ye, Founder of CodeeBot. "The future of education is not about competing with machines, but about helping children grasp core principles, develop computational thinking, and focus on higher-level creativity. When we saw children using CodeeBot—freed from syntax barriers and focused purely on their ideas—the path forward became obvious, as AI increasingly solves the 'How,' humans must become better at defining the 'What' and the 'Why'.

By removing the complexities of traditional coding syntax, CodeeBot allows users to focus entirely on their ideas. This philosophy represents the core vision behind CodeeBot: to help children move beyond simply learning how to code, and start learning how to think. By embracing this new paradigm, CodeeBot is ready to help the next generation unleash boundless creativity.

About CodeeBot

CodeeBot (Wuhan Pyoh Technology Co., Ltd.) is an innovative education hardware company dedicated to making STEAM learning tangible, physical, and highly engaging. By leveraging modern AI and physical interaction design, CodeeBot aims to unleash the next generation's creativity without the constraints of digital screens.

** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **

CodeeBot Launches Screen-Free, AI-Powered Tangible Coding Platform That Turns Magnetic Blocks into Real Programs