ArentFox Schiff Advises Boston Dynamics on Intellectual Property for Global FIFA World Cup 2026™ Campaign

ArentFox Schiff represented Boston Dynamics, Inc. in connection with its collaboration with Hyundai Motor Company and the International Association Football Federation (FIFA) on a new global campaign featuring Boston Dynamics’ humanoid robot Atlas®.

The campaign was created as part of Hyundai Motor’s “Next Starts Now” FIFA World Cup 2026™ platform and uses football (soccer) as a universal language to explore the future of human-centered robotics through expression, emotion, and sport.

ArentFox Schiff has served as long-standing outside intellectual property counsel to Boston Dynamics in the global protection of the trademarks and copyrights associated with their unique robots.

The AFS team includes Partners Michelle Mancino Marsh, Lindsay Korotkin, and associates Elizabeth Denning and Felicia Xu, and paralegals Andrew Schmidt and Hyejin Hwang.

Read Hyundai’s release here. 

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