Hyundai's Atlas robot masters soccer, impresses Son Heung-min

Boston Dynamics' humanoid robot, Atlas, has demonstrated impressive soccer skills, including passing, shooting, and even a complex 'rabona' kick performed with its legs crossed. The robot further showcased a high-difficulty feint, a move dubbed the 'ghost rabona,' in a campaign by Hyundai Motor Company.

Released on Hyundai's official YouTube channel from May 25th to 29th, the "School of Football" campaign celebrates Hyundai's partnership with the FIFA World Cup 2026. The campaign features Atlas learning soccer movements, presented through a launch film and five short training videos depicting various drills. These videos were filmed without computer-generated imagery, showcasing the capabilities of the next-generation electric-powered Atlas model unveiled at CES 2026.

The campaign has resonated strongly with viewers, with the launch film and three training videos accumulating over 33 million cumulative views within five days. Comments ranged from "cute" and "cool" to affectionate nicknames like "Arty" for the robot. The campaign also included a clip of Hyundai brand ambassador Son Heung-min, a player for LA Galaxy, reacting with astonishment to Atlas's movements, remarking, "Unbelievable. It plays better than most players."

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Unbelievable. It plays better than most players.

Hyundai explained that Atlas learned these advanced soccer maneuvers through modeling real soccer player data and utilizing AI reinforcement learning. Ji Sung-won, Executive Vice President of Hyundai Motor Company's Brand Marketing Division, stated, "Based on the physical AI technology introduced this time, robotics will play an important role in expanding future possibilities. We plan to continue creating diverse brand experiences using mobility and robotics."

Hydai Motor Group views humanoid robots as having significant growth potential in the global physical AI market. They plan to train Atlas at the Robot Meta-plant Applied Center (RMAC) within their American production facility, Hyundai Motor Group Metaplant America (HMGMA), with the aim of deploying it in industrial settings.

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Based on the physical AI technology introduced this time, robotics will play an important role in expanding future possibilities. We plan to continue creating diverse brand experiences using mobility and robotics.