Hyundai Motor unveils global campaign film “The Future Starts Now” featuring Son Heung-min and Boston Dynamics’ Atlas robot.
Five emerging football talents, symbols of the new generation shaping the future of sport
The campaign highlights the convergence of human potential and robotic innovation on the international stage as part of the 2026 FIFA World Cup™ platform.
SÉOUL, South Korea, June 2, 2026 /PRNewswire/ – Hyundai Motor Company today unveiled its global campaign film for the 2026 FIFA World Cupâ„¢titled “The Future Begins Now”. The 60-second advertising film features the next generation of talented footballers alongside Son Heung-min and the robot Atlas® de Boston Dynamics.
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Hyundai Motor Debuts “Next Starts Now†Global Campaign Film for FIFA World Cup 2026™
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The film will be broadcast in around 180 countries on television, digital platforms and social networks, in order to reach football fans around the world throughout the most prestigious competition. This campaign extends the official partnership that has existed for 27 years between Hyundai Motor and FIFA into new territory by combining human innovation and cutting-edge robotic technology.
“The film “The Future Begins Now” captures the essence of our brand. It reminds us that we must not be passive in the face of what awaits us, because the future is being built today. These young players, Son Heung-min and our cutting-edge robotic technology alone embody this belief. We are excited to share this vision with football fans around the world during the 2026 FIFA World Cup. – Sungwon Jee, Executive Vice President and Global Head of Marketing at Hyundai Motor Company.
What message does the “The Future Starts Now” campaign convey?
The message conveyed by the campaign is very powerful: the future begins now, not tomorrow. Drawing parallels between Hyundai Motor’s innovation, the next generation of football talent and advances in robotics, the film shows how young athletes and emerging technologies are shaping the future on the international stage.
Who are the budding young footballers featured in the campaign film?
The film shines the spotlight on five talents from the next generation of footballers who are already distinguishing themselves on a professional level and redefining the limits of what is possible in sport. Each athlete reflects Hyundai Motor’s desire to push boundaries and unlock new potential:
Da’vian Kimbrough (Mexico), 16Â years oldÂ: Forward, Sacramento Republic FCÂ; the youngest professional athlete in the history of American team sports
Bruno Cabral (Argentine), 15 ansÂ: center forward, River PlateÂ; top scorer in CONMEBOL Liga Evolución Sub15 Masculina (2025)
Stella Spitzer (United States), 16 yearsÂ: forward, Carolina Ascent FCÂ; youngest professional rookie in USL Super League history
Khalil Mitchell (Angleterre), 14Â ansÂ: midfielder, Chelsea FC AcademyÂ; named best player of the East Mallorca Cup (2023)
How well do Son Heung-min and Atlas represent Hyundai Motor’s vision?
The film features Son Heung-minglobal brand ambassador for Hyundai Motor, icon of South Korean football and source of inspiration for the next generation of players. As a consummate professional and role model, he observes and encourages young talent in the field.
He is accompanied on the ground by Atlasthe humanoid robot from Boston Dynamics, the embodiment of Hyundai Motor’s advances in robotics. Appearing with the ball in official matches of the 2026 FIFA World Cup™, Atlas symbolizes an open window into the future of young players and has come to life through innovation. This convergence of human talents and cutting-edge technologies reinforces Hyundai Motor’s role as an accelerator of progress in the fields mobility and robotics.
“The World Cup is always an exciting time, as it showcases the next generation of players on the world’s biggest stage. I am fully aligned with Hyundai Motor’s “The Future Starts Now” campaign, which highlights future talents while delivering a message of innovation, and I am proud to inspire young players to dream big, as I did in the past.” – Son Heung-min, captain of the Republic of Korea national team and global ambassador of Hyundai Motor Company
What are the initiatives that extend the “The future starts now” campaign?
Building on this campaign, Hyundai Motor is launching a series of initiatives that combine football, culture and innovation while strengthening fan engagement.
The société a organizations youth football camps Across the United States from April to May in cities like Atlanta, Miami, New Jersey and Los Angeles, featuring soccer legends Mia Hamm and Tim Howard. The events combined coaching sessions with experiential programs, including car ride opportunities and chances to win tickets to the 2026 FIFA World Cup.
In the future, Hyundai Motor will offer immersive experiences for supporters at major competition venues, including the FIFA Fan Festival venues in Los Angeles, Atlanta, Miami, Toronto, Guadalajara and Monterrey, as well as the NYNJ World Cup 26 Fan Zone in Queens, New York. These activities will integrate technology and storytelling to bring the “The Future Starts Now” platform to life.
Other initiatives include the “School of Football” content series with Atlas and Son Heung-min, the FIFA Museum’s “Legacies of Champions” exhibition at Rockefeller Center, and the “Be There With Hyundai” National Team Bus campaign, which features artwork made by children from all over the world.
To learn more about Hyundai Motor’s World Cup campaign, “The future starts now“, see the article “Next Starts Now” in the Hyundai brand newspaper.
About Hyundai Motor Company Founded in 1967, Hyundai Motor Company operates in more than 200 countries and employs more than 120,000 people to address mobility challenges around the world. Building on the brand vision of “Progress for Humanity,” Hyundai Motor is accelerating the pace of its transformation well beyond mobility through advanced robotics and physical AI. The company invests in new technologies to develop revolutionary solutions while pursuing open innovation to introduce future mobility services. In its pursuit of a sustainable future for the world, Hyundai Motor will continue its efforts to reduce carbon emissions as a full-line provider of industry-leading internal combustion engine, hybrid, plug-in hybrid, hydrogen fuel cell and electric power vehicles. sector.
To learn more about Hyundai Motor and its products, visit: https://www.hyundai.com/worldwide/en/ or Press Room: Hyundai Media Hub
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DisclaimerÂ: Hyundai Motor Company believes that the information contained herein is accurate at the time of publication. However, the Company may upload new or updated information as needed and disclaims any responsibility for the accuracy of the information interpreted and used by the reader.
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Hyundai Motor Debuts “Next Starts Now†Global Campaign Film for FIFA World Cup 2026™
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Hyundai Motor Debuts “Next Starts Now†Global Campaign Film for FIFA World Cup 2026™
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Hyundai Motor Debuts “Next Starts Now†Global Campaign Film for FIFA World Cup 2026™
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Hyundai Motor Debuts “Next Starts Now†Global Campaign Film for FIFA World Cup 2026™
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Hyundai Motor Company today highlighted its partnership with FIFA, alongside the unveiling of its new global campaign, “Next Starts Now,” at the 2026 New York International Auto Show, ahead of the FIFA World Cup 2026â„¢.
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/2024/11/16/luc-chagnon-1701076824682-67387885eacb8428340233.png "DIRECT. 2026 World Cup: the 48-team World Cup begins with Mexico-South Africa in the opening match at 9 p.m.")
