• Hyundai transforms iconic Hyundai Hope on Wheels handprint into a symbol of strength, resilience and hope in the fight to end childhood cancer
• Cinematic hero spot, "Little Warrior," serves as foundation of a bold, fully integrated campaign inviting owners, dealers and communities to join the fight against childhood cancer
• More than 6,000 custom Warrior Gowns will bring armor-inspired designs to children undergoing cancer treatment nationwide
• Scarlett Johansson debuts as the new Hyundai brand voice, extending into future campaigns

FOUNTAIN VALLEY, Calif., Sept. 9, 2026 /PRNewswire/ -- Hyundai Motor America today launched The Mark of a Warrior, a new national campaign supporting Hyundai Hope on Wheels®, a 501(c)(3) nonprofit organization dedicated to helping end childhood cancer. Built around the iconic Hyundai Hope on Wheels handprint, the campaign transforms a long-standing symbol of hope into a powerful emblem of courage, resilience and determination. Through advertising, social media, community activations and partnerships, the campaign honors young cancer warriors while inviting communities nationwide to join the fight.

With a child diagnosed with cancer every 36 minutes, the need remains urgent. Over the past 28 years, Hyundai Hope on Wheels, supported by Hyundai, its dealers and every new Hyundai sold, has contributed more than $300 million to pediatric cancer research, helping improve outcomes for more than 40,000 children^[1]. Through The Mark of a Warrior, Hyundai is calling on Americans to help put childhood cancer on notice and bring every warrior home.

"Childhood cancer knows no borders, and neither should our commitment to the children and families facing it," said José Muñoz, president and CEO, Hyundai Motor Company. "For more than 28 years, Hyundai Hope on Wheels has supported the fight against pediatric cancer and drawn inspiration from the remarkable strength we've witnessed in young patients and their families. The Mark of a Warrior campaign celebrates that strength, shares their stories and reminds all of us why this work matters. As a global company, we believe every child, regardless of where they live, deserves hope, access to care and the opportunity for a healthier future."

"Little Warrior" Campaign Spot

The campaign launches with a cinematic 60-second hero spot titled "Little Warrior." The spot celebrates the extraordinary spirit of children facing cancer and the network of support that surrounds them, while reinforcing Hyundai Hope on Wheels' mission to help end childhood cancer.

The spot will air nationally on Sept. 9 with hero placements surrounding the opening game of the professional football season. The spot will run across broadcast, streaming, digital and social channels throughout National Childhood Cancer Awareness Month in September and beyond.

"The Mark of a Warrior is inspired by the children and families we've met through Hyundai Hope on Wheels over the past 28 years," said Sean Gilpin, chief marketing officer, Hyundai Motor America. "These children are true warriors, and this campaign gives their strength a national platform. By reimagining our iconic handprint, we're using the power of storytelling to inspire action, shine a light on their stories and rally communities in the fight against childhood cancer. That's what 'Progress for Humanity' looks like in action."

Scarlett Johansson Debuts as Hyundai's New Brand Voice

Acclaimed actress, producer and director Scarlett Johansson narrates "Little Warrior," making her debut as Hyundai's new brand voice. Johansson helps bring to life the courage, resilience and determination that define The Mark of a Warrior.

Known for her authenticity, versatility and cultural impact, Johansson brings a distinctive blend of strength, sophistication and humanity that embodies Hyundai's "Progress for Humanity" vision. As Hyundai continues to push boundaries through bold storytelling, Johansson's voice will extend across future brand campaigns and initiatives.

"Hyundai's commitment to people and purpose is what made being a part of this partnership so compelling," said Scarlett Johansson. "As a voice of the brand, I'm excited to help tell stories that reflect those values. The Mark of a Warrior campaign is an inspiring first chapter, reminding us of the power of community to make a difference."

The Handprint: A Symbol of Strength

For children fighting cancer, every day is a battle. Reimagined as The Mark of a Warrior, the Hyundai Hope on Wheels handprint transforms hope into action, serving as a badge of courage, resilience and belonging.

Inspired by the tradition of warriors marking themselves before a challenge, the handprint represents the strength, determination and fighting spirit of children facing cancer. It also serves as a rallying point for the community standing beside them, uniting families, survivors, researchers, healthcare professionals, dealers and supporters in the shared mission to end childhood cancer and help bring every warrior home.

Warrior Gowns

In collaboration with Brave Gowns, Hyundai transforms traditional hospital gowns into Warrior Gowns, with armor-inspired designs that help children feel strong, confident and empowered throughout treatment. More than 6,000 gowns are expected to be distributed to hospitals through 2026 and incorporated into Hyundai Hope on Wheels events nationwide.

Communities Take Part

The Mark of a Warrior campaign extends across social, experiential, dealership, and community activations designed to drive participation and transform awareness into action.

Hyundai Hope on Wheels will host Warrior Rallies at select professional football games and soccer matches, as well as other live events across the United States, bringing together patients, survivors, healthcare professionals, dealers and local communities to celebrate young warriors and raise awareness for the fight against childhood cancer.

Each Warrior Rally will bring the Mark of a Warrior campaign to life through special hospitality experiences for Hyundai Hope on Wheels guests, interactive fan activations, handprint photo opportunities, in-stadium integrations, on-field check presentations and memorable game-day moments featuring Hyundai Hope on Wheels ambassadors.

Warrior Rally Schedule:

• Houston Texans, Sept. 13
• Los Angeles Rams, Oct. 12
• Inter Miami CF, Nov. 7
• Tampa Bay Buccaneers, Jan. 3

In partnership with Strava for Childhood Cancer Awareness Month, Hyundai launched the Miles for the Warriors Challenge on Sept. 2, encouraging people to run, walk, wheel, bike, hike or swim to support the 400,000 children diagnosed with cancer globally each year. When participants hit 400,000 collective miles, Hyundai donated $1 million dollars to Hyundai Hope on Wheels to help fund groundbreaking research, advance new treatments and bring hope to children and families impacted by childhood cancer.

That goal was achieved in the first 24 hours, so Hyundai doubled down on the goal to 800,000 miles and donation to $2 million. Two days later, the community raced past that mark. Now with around 100,000 participants, over 3.3 million miles have been logged to support young cancer warriors in their fight. People can also join our fight by posting or commenting on @HyundaiUSA's social posts using #hyundaiwarriors and Hyundai will donate $36 to Hyundai Hope on Wheels for each qualifying participant, up to $500,000 by December 31, 2026. Full challenge details and official rules are available here.

Influencers and athletes, Strava motivators and artists, Hyundai ambassadors, and participant achievement posts will help spread the movement across social media.

Partnerships across sports, entertainment, broadcast, streaming and audio platforms will further extend awareness and rally more people to join the fight. Participating partners and talent include NBC Sunday Night Football, Amazon, iHeartRadio, Kristin Davis, Zara Larsson with JoJo Wright at the iHeartRadio Music Festival, the Jonas Brothers, SiriusXM, Conan O'Brien, Jordan Chiles, Isabella Strahan, Rich Eisen and additional trusted Hyundai ambassadors and creator partners.

Fans and supporters are encouraged to proudly wear The Mark of a Warrior by painting a blue handprint on their face and sharing it on social media, helping amplify awareness and stand alongside young warriors in the fight against childhood cancer.

"These young warriors show us what courage looks like every single day," said Jason Sperling, chief creative officer, INNOCEAN USA. "Every piece of this campaign is meant to highlight the strength they show in the face of a battle that is so much bigger than them. It gives their struggle a symbol, and highlights Hyundai's continued commitment to funding pediatric cancer research to help them beat cancer."

The Mark of a Warrior was developed in collaboration with Hyundai's agency of record, INNOCEAN USA, while Hyundai's media agency, Canvas, coordinated the media buys. The campaign's cinematic hero film, "Little Warrior," was directed by award-winning filmmaker Matthijs van Heijningen through MJZ, whose work has been recognized by Cannes Lions, the Clios and D&AD, and shot by director of photography Alwin Küchler.

Community, Dealer and Regional Engagement

Throughout September and beyond, The Mark of a Warrior will come to life through approximately 42 Hyundai Hope on Wheels handprint ceremonies, check presentations, Warrior Gown deliveries and more than 100 community blood drives across the country.

Hyundai's dealer network and employees are at the heart of Hyundai Hope on Wheels, helping fund pediatric cancer research while championing the cause in communities nationwide. Through in-store activations, community events and dealer-hosted blood drives, they will rally support for young warriors and their families.

Warrior Badges, available through participating dealers, give Hyundai owners a visible way to show support for the fight against childhood cancer while helping raise awareness for Hyundai Hope on Wheels on roads nationwide.

More Than a Campaign

More than a campaign, The Mark of a Warrior is a movement designed to celebrate courage, inspire participation and rally communities around Hyundai Hope on Wheels' mission to end childhood cancer.

A dedicated campaign hub, HyundaiWarriors.com, serves as the campaign's digital home, featuring the stories of five childhood cancer survivors who serve as the faces of The Mark of a Warrior campaign. Visitors can explore their stories, learn about Hyundai Hope on Wheels' impact and discover ways to support young warriors and their families.

Since 1998, Hyundai Hope on Wheels has contributed more than $300 million to pediatric cancer research and treatment, helping advance research that has impacted more than 40,000 children. Supported by Hyundai Motor America and its more than 855 dealers nationwide, the organization remains one of the largest nonprofit funders of pediatric cancer research in the United States.

Through The Mark of a Warrior, Hyundai Hope on Wheels is building on that legacy by inspiring more people to join the fight and advancing its mission to help bring every warrior home.

Hyundai Motor America

Hyundai Motor America offers U.S. consumers a technology-rich lineup of cars, SUVs, and electrified vehicles, while supporting Hyundai Motor Company's Progress for Humanity vision. Hyundai has significant operations in the U.S., including its North American headquarters in California, the Hyundai Motor Manufacturing Alabama assembly plant, the all-new Hyundai Motor Group Metaplant America, several cutting-edge R&D facilities and more than 855 independent dealers. These operations are part of Hyundai Motor Group, which is investing $26 billion in the U.S. from 2025 to 2028. For more information, visit www.hyundainews.com.

Hyundai Motor America on Twitter | YouTube | Facebook | Instagram | LinkedIn | TikTok

Hyundai Hope on Wheels

Hyundai Hope on Wheels® is a 501(c)(3) nonprofit organization that is committed to finding a cure for childhood cancer. Launched in 1998, Hyundai Hope on Wheels provides grants to eligible institutions nationwide that are pursuing critical research aimed at improving treatments and saving lives. Hyundai Hope on Wheels is one of the largest nonprofit funders of pediatric cancer research in the country. Primary funding for Hyundai Hope on Wheels comes from Hyundai Motor America and its more than 855 U.S. dealers. In 2026, Hyundai Hope on Wheels will reach a lifetime donation total of $303 million in support of more than 1,600 childhood cancer research grants to over 175 hospitals and research institutions.

^[1] For every new Hyundai vehicle purchased, Hyundai Motor America will donate $22 to Hyundai Hope on Wheels. Funds support pediatric cancer research grants and public awareness efforts.

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SOURCE Hyundai Motor America