"Son Heung-min Was Impressed": Hyundai Motor Company Releases Atlas 'Rabona Kick' Video

[Financial News] Hyundai Motor Company, as an official partner of the 2026 FIFA World Cup, released on the 29th the 'School of Football' campaign video, which follows the soccer challenge of its humanoid robot Atlas.
The campaign, which was rolled out in stages through Hyundai Motor Company’s official YouTube channel from the 25th to the 29th, consists of five episodes. The launch film shows Atlas becoming fascinated with soccer as it watches the emotions embedded in the sport and the movements of players. In three training videos, the robot goes through step-by-step learning, from basic moves such as footwork, passing and shooting to the signature 'Rabona kick,' a trick shot or cross delivered with the legs crossed.
In the final video released that day, Atlas successfully pulled off the high-difficulty 'Ghost Rabona Kick,' which adds a feint motion to the Rabona kick, creating a highlight scene. No CGI was used in the video. Instead, the next-generation electric Atlas development model unveiled at CES 2026 performed the movements after real training.
Atlas modeled the motion data of real soccer players and then derived the optimal movements through Reinforcement Learning. Key technologies include whole-body control that maintains balance even in unconventional postures and a learning algorithm based on real-time feedback. Through this campaign, Hyundai Motor Company and Boston Dynamics demonstrated next-generation robotics capabilities that integrate AI-based Reinforcement Learning, precise imitation of human movement and hardware control technology.
The launch film and three training videos released through the 28th surpassed 33 million cumulative views just five days after their release. On the 27th, a video was also released showing Hyundai Motor Company brand ambassador Son Heung-min expressing admiration for Atlas's performance, drawing the attention of soccer fans around the world.
Hyundai Motor Company plans to release an additional making-of film on June 4 featuring an interview with a Boston Dynamics official who led Atlas's training. In addition, Hyundai Motor Group plans to systematically train Atlas at the Robot Metaplant Application Center (RMAC) within Hyundai Motor Group Metaplant America (HMGMA) before deploying it to industrial sites.
Sungwon Jee, head of brand marketing at Hyundai Motor Company, said, "It is highly meaningful that we introduced the future of robotics to the world in an engaging and human-centered way through soccer," adding, "We plan to continue creating a variety of brand experiences using mobility and robotics."
eastcold@fnnews.com Kim Dong-chan Reporter