Monday, June 1, 2026
Hyundai puts Boston Dynamics Atlas in World Cup ad campaign
Hyundai Motor on May 29 launched 'School of Football,' a five-part social film series featuring Boston Dynamics' production Atlas humanoid running drills, executing a Rabona kick, and stumbling through training routines ahead of the FIFA World Cup 2026, which kicks off June 11. Hyundai says every move was performed by Atlas without CGI, the highest-profile public showcase yet of the new commercial Atlas as Boston Dynamics ramps initial fleet shipments to Hyundai's RMAC factory in Georgia.