Soccer Great, Next-Gen Stars, Atlas Robot Headline Hyundai’s Global Campaign

The World Cup – going on now at locations throughout the U.S., Canada and Mexico – is shining a light on soccer – AKA “football” – and its growing popularity in America. Hyundai is doing its part to spread the word with “Next Starts Now,” its FIFA World Cup 2026™ global campaign film. 

“Next Starts Now” features Los Angeles Football Club (LAFC) star Son Heung-min, who also captains the South Korean national football team, five next-gen football talents, and Boston Dynamics’ Atlas humanoid robot. This minute-long cinematic film is being shown in about 180 countries on a variety of platforms, including TV, digital and social media. 

Hyundai has had a partnership with FIFA for 27 years, but this film moves beyond traditional sports imagery into a message that the future is here today. It shows how Hyundai innovation, new soccer talent and robotics intersect to shape the global future, beginning today. 

Son Heung-min is in the spotlight. “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,” said Son Heung-min, who also serves as Hyundai Motor’s global brand ambassador.

Atlas, a humanoid robot, is emblematic of Hyundai’s technological advances, particularly in robotics, while these five featured next-gen players – both men and women – are redefining what’s possible in the Beautiful Game: 

• Da’vian Kimbrough (Mexico), 16: Forward, Sacramento Republic FC; the youngest professional athlete in American team sports history
• Bruno Cabral (Argentina), 15: Center Forward, River Plate; top scorer in the 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 the all-time single-edition scoring record in the Campeonato Paulista Sub-11 (2023)
• Khalil Mitchell (England), 14: Midfielder, Chelsea FC Academy; named MVP at the East Mallorca Cup (2023)

Hyundai is also kicking off other initiatives that meld football, culture and innovation to maximize fan engagement. For example, it’s hosted several youth soccer camps featuring soccer stars. Hyundai will also be providing immersive fan experiences at some of the World Cup venues. Schomp Hyundai is avidly following the FIFA World Cup and is excited to share the news about “Next Starts Now.”