Hyundai Motor Launches 'Next Starts Now' Global Campaign for FIFA World Cup 2026 Featuring Son Heung-min and Atlas Robot
Hyundai Motor unveiled its FIFA World Cup 2026 campaign film 'Next Starts Now,' starring Son Heung-min and Boston Dynamics' Atlas robot, to air in 180 countries.
27 years
180 countries
60 seconds
What Happened
Hyundai Motor Company today unveiled 'Next Starts Now,' a 60-second cinematic film for the FIFA World Cup 2026. The campaign features next-generation football talents alongside Son Heung-min and Boston Dynamics' Atlas humanoid robot. It will air across approximately 180 countries via television, digital and social platforms.
“'Next Starts Now' captures the essence of who we are as a brand. The future isn't something we wait for, it's something we create today. These young players, Son Heung-min and our advancing robotics technology all embody that belief. We're thrilled to share this vision with football fans across the globe during the FIFA World Cup 2026.”
- Da'vian Kimbrough (Mexico, 16) – Forward, Sacramento Republic FC; youngest professional athlete in American team sports history
- Bruno Cabral (Argentina, 15) – Center Forward, River Plate; top scorer in CONMEBOL Liga Evolución Sub15 Masculina (2025)
- Stella Spitzer (USA, 16) – Forward, Carolina Ascent FC; youngest professional signee in USL Super League history
- Kauan Basile (Brazil, 14) – Forward, Santos FC; set all-time single-edition scoring record in Campeonato Paulista Sub-11 (2023)
- Khalil Mitchell (England, 14) – Midfielder, Chelsea FC Academy; named MVP at East Mallorca Cup (2023)
Building on the film, Hyundai Motor is rolling out initiatives including youth soccer camps across the U.S. with legends Mia Hamm and Tim Howard, immersive fan experiences at FIFA Fan Festival sites, the 'School of Football' content series, and the 'Be There With Hyundai' National Team Bus campaign featuring children's artwork.
“The World Cup is always an exciting moment, as it showcases the next generation of players on the biggest stage. I strongly resonate with Hyundai Motor's 'Next Starts Now' campaign, which shines a light on future talents while delivering a message of innovation, and I'm proud to be part of inspiring young players to dream big, just as I once did.”
Why this matters
The campaign marks Hyundai's latest effort to tie its brand to global football, using robotics to symbolize innovation and engaging young fans through soccer camps and immersive event activations.
Terms in This Story
- FIFA World Cup
- International football (soccer) tournament held every four years.
- Humanoid robot
- A robot with a body shape resembling a human.
- Global brand ambassador
- A person who represents a brand on a worldwide scale.
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