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- Hyundai Motor unveils global campaign film “Next Starts Now,” featuring Son Heung-min and Boston Dynamics Atlas
- Five rising football stars appear, representing the new generation shaping the future of the sport
- The campaign showcases the fusion of human potential and robotics technology on a global stage as part of the FIFA World Cup 2026™ platform
Seoul, South KoreaJune 4, 2026 /PRNewswire/ — Hyundai Motor Company today released its FIFA World Cup 2026™ global campaign film, “Next Starts Now.” This 60-second brand film features a new generation of football stars alongside Son Heung-min and Boston Dynamics’ robot Atlas®.
Hyundai Motor Debuts ‘Next Starts Now’ Global Campaign Film for FIFA World Cup 2026™
The film will air across TV, digital, and social platforms in approximately 180 countries and regions worldwide, reaching fans globally during the world’s most influential football tournament. This campaign also expands Hyundai’s 27-year official FIFA partnership into a new dimension, blending human innovation with cutting-edge robotics technology.
“‘Next Starts Now’ conveys the essence of our brand. The future is not something to wait for; it is something we create today. These young players, Son Heung-min, and the evolving robotics technology all embody this belief. We are thrilled to share this vision with global football fans during the FIFA World Cup 2026™.” — Sungwon Jee, Executive Vice President and Global Chief Marketing Officer, Hyundai Motor Company
What message does the “Next Starts Now” campaign film convey?
The campaign film presents a powerful narrative: The future does not arrive tomorrow; it begins now. By drawing parallels and blending Hyundai’s innovative spirit, a new generation of football talent, and advances in robotics technology, the film showcases how young athletes and emerging technologies are jointly shaping the future on a global stage.
Who are the rising football stars featured in the campaign film?
The film highlights five next-generation football stars who have already made their mark in professional leagues, redefining the possibilities of the sport. Each player embodies Hyundai’s commitment to pushing boundaries and unlocking new potential:
- Da’vian Kimbrough (Mexico), age 16: Forward, Sacramento Republic FC; the youngest professional athlete in U.S. team sports history
- Bruno Cabral (Argentina), age 15: Center forward, Club Atlético River Plate; top scorer of the 2025 CONMEBOL Liga Evolución Sub15 Masculina
- Stella Spitzer (USA), age 16: Forward, Carolina Ascent FC; the youngest signed professional player in USL Super League history
- Kauan Basile (Brazil), age 14: Forward, Santos FC; set a historic single-tournament goal record in the 2023 Campeonato Paulista Sub-11
- Khalil Mitchell (England), age 14: Midfielder, Chelsea FC Academy; 2023 East Mallorca Cup MVP
How do Son Heung-min and Atlas embody Hyundai’s vision?
Hyundai’s global brand ambassador and Korean football icon Son Heung-min inspires the younger generation of players in the film. As an accomplished professional player and role model, he observes and encourages young talents on the pitch.
Appearing alongside him is Boston Dynamics’ humanoid robot Atlas, representing Hyundai’s progress in robotics technology. Atlas enters with the official match ball of the FIFA World Cup 2026™, born from innovative technology, symbolizing a window through which young players envision the future. This fusion of human talent and cutting-edge technology further solidifies Hyundai’s role as a driver of progress in mobility and robotics.
“The World Cup is always an exciting time because it introduces a new generation of players on the biggest stage. I deeply resonate with Hyundai’s ‘Next Starts Now’ campaign, which focuses on future talent while conveying a message of innovation. I am proud to be part of this, inspiring young players to dream big, just as I did.” — Son Heung-min, Captain of the Korean National Team and Global Ambassador for Hyundai Motor Company
What are the extended activities of the “Next Starts Now” campaign?
Building on this campaign film, Hyundai is rolling out a series of activities connecting football, culture, and innovation while expanding fan engagement.
From April to May, the company held youth football clinics in U.S. cities including Atlanta, Miami, New Jersey, and Los Angeles, featuring football legends Mia Hamm and Tim Howard. The events combined training sessions with experiential programs, including test drives and opportunities to win tickets to the FIFA World Cup 2026™.
Looking ahead, Hyundai will launch immersive fan experiences at key tournament venues, including FIFA Fan Festival sites in Los Angeles, Atlanta, Miami, Toronto, Guadalajara, and Monterrey, as well as the NYNJ 2026 World Cup Fan Zone in Queens, New York. These activations will blend technology and storytelling to bring the “Next Starts Now” platform to life.
Other initiatives include a “Football School” content series featuring Atlas and Son Heung-min, the “Champions’ Legacy” exhibition at the FIFA Museum in Rockefeller Center, and the “Be There With Hyundai” national team bus campaign showcasing children’s artwork from around the world.
For more information about Hyundai’s World Cup campaign “Next Starts Now,” visit the Hyundai Brand Magazine article “Next Starts Now.”
About Hyundai Motor Company
Founded in 1967, Hyundai Motor Company operates in over 200 countries and regions worldwide, with more than 120,000 employees dedicated to addressing real-world mobility challenges. Based on its brand vision of “Progress for Humanity,” Hyundai is accelerating its comprehensive transformation beyond mobility through advanced robotics and physical AI. The company continues to invest in new technologies to create disruptive solutions while embracing open innovation to drive future mobility services. To achieve a sustainable global future, Hyundai remains committed to carbon reduction, offering a complete product lineup with industry-leading internal combustion engine, hybrid, plug-in hybrid, hydrogen fuel cell, and electric vehicle technologies.
For more information about Hyundai Motor and its products, please visit:
https://www.hyundai.com/worldwide/en/ or the newsroom: Media Hub by Hyundai
Follow Hyundai’s global newsroom Instagram channel @hyundai_mediahub
For more content, visit Hyundai Media_Hub
Disclaimer: Hyundai Motor Company believes the information contained herein is accurate as of the time of release. However, the company may upload new or updated information as needed and assumes no responsibility for the accuracy of any information interpreted or used by readers.
Hyundai Motor Debuts ‘Next Starts Now’ Global Campaign Film for FIFA World Cup 2026™
Hyundai Motor Debuts ‘Next Starts Now’ Global Campaign Film for FIFA World Cup 2026™
Hyundai Motor Debuts ‘Next Starts Now’ Global Campaign Film for FIFA World Cup 2026™
Hyundai Motor Debuts ‘Next Starts Now’ Global Campaign Film for FIFA World Cup 2026™