On July 6, during halftime of the Round of 16 match at New Jersey's MetLife Stadium, Atlas successfully demonstrated a performance in which it delivered the match ball to the referee.
Atlas made its entrance just before halftime ended, performing celebrations inspired by global soccer stars such as Harry Kane, Erling Haaland, Matheus Cunha, and Son Heung-min, energizing the crowd. Notably, it completed a symbolic moment by delivering the match ball to the referee, signaling the start of the second half.
The Atlas showcased during this performance is a prototype of the next-generation electric model, first unveiled at CES 2026 in January, which sparked curiosity about its movements.
At that time, Boston Dynamics revealed various movements of the initial research model before presenting the design of the prototype for the first time.
The movements of the prototype have been introduced through brand videos, and this World Cup stage marked its first live demonstration to the public.
The performance illustrated the practical application of Hyundai's envisioned future robotics technology, as Atlas executed complex movements stably in the variable environment of a sports arena.
The entire process of Atlas delivering the official match ball involved 'retargeting technology,' which reconstructs human movements to fit the robot's physical structure, reinforcement learning based on thousands of simulations, and full-body control technology that allows all joints to respond as a single system, resulting in balanced and natural movements.
The movements showcased by Atlas were developed based on core competencies intended for real-world industrial applications, demonstrating that robotics can create new experiences beyond mere technical demonstrations, including in sports, entertainment, and operational settings.
This performance is part of Hyundai's global brand campaign, 'Next Starts Now,' which has been active as a FIFA partner since 1999.
In a campaign video released before the World Cup, titled 'School of Football,' Atlas learns soccer movements, intuitively showcasing the core technological capabilities of robotics and generating public interest.
The main video of the 'Next Starts Now' campaign, released on June 1, featured Atlas entering the stadium with a ball, heightening expectations for Hyundai's vision of future mobility on the World Cup stage.
Additionally, Hyundai plans to release a branded film titled 'Training Ground' in collaboration with the BBC on July 7, documenting the preparation and technical challenges of the World Cup robotics campaign, showcasing its ongoing journey toward realizing its vision for future robotics.
Jisung Won, Vice President of Hyundai Motor's Brand Marketing Division, stated, "We aimed to show that the future is not just something to imagine, but is already beginning, through the Atlas performance on the World Cup stage watched by soccer fans worldwide. We will continue to connect human-centered technology with everyday life and present a new vision for future mobility that expands through robotics, showcasing how robotics can be a partner in human progress through diverse and creative brand experiences."
Alberto Rodriguez, Head of Behavior Policy at Boston Dynamics Atlas, remarked, "It is meaningful that Boston Dynamics, Hyundai, and FIFA can collaborate to provide a new experience for soccer fans worldwide, drawing inspiration from the diverse dynamic movements of humans to expand the possibilities of robot technology. The performance by Atlas was implemented based on AI learning technologies applicable in real industrial settings, and we will continue to innovate so that more people can experience the potential and value of advanced robotics."
* This article has been translated by AI.
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