The Art of Precision
6 minute read
Archery is a precision sport that requires determination and concentration. A spot the size of your palm at 70 meters away - that is the difference between winning and losing. Hyundai Motor Group has recognized the amazing art behind this ancient yet extremely modern sport. We have been a proud sponsor of Korean archery since 1985. Read on to learn more about how Hyundai has been giving archers a winning edge.
The story of how it all started
Our support of archery is deeply ingrained in our company history. Today, we can look back on four decades of advancing the sport and giving Korean archers the reputation of being some of the best in the world with the aid of our technological innovations.
To celebrate 40 years of our partnership and honor the sport, we recently got together with BBC to produce two short documentaries that tell the saga of how our archery journey began and highlight our commitment and the future we envision for the sport.
An Archer's Journey:
From Wood to Gold
From its early days as a tool for hunting and combat, archery has grown into a sport with a rich and storied history. However, until the 1970s, archery was still a relatively unknown sport in Korea. As the nation was still recovering from the war, archery's infrastructure was very limited. There were no grass training grounds or decent bows. For athletes like Jin-ho, this meant fighting against the odds.
Jin-ho Kim, born in 1961, was South Korea’s first medalist for archery in a global competition. The then 18-year-old archer stunned the crowd by stepping onto the stage for the first time, holding nothing but a humble wooden bow.
Her success in 1979, winning five out of six events in West Germany, was a significant milestone that began to change the perception of archery in Korea.
From an unknown sport, I was thrust into the spotlight.
It changed my life.
Jin-ho Kim, South Korea’s first World Archery Champion
Teaming up to move forward
In 1985, Honorary Chairman Mong-Koo Chung was inaugurated as the President of the Korea Archery Association (KAA). His position marked the beginning of a fascinating partnership between Hyundai and the Korean National Archery Team and a newfound interest in the sport. A vital part of this collaboration has been our development of new training and equipment innovations, leading to rapid advancements and numerous awards and titles.
The first noticeable change was the introduction of advanced equipment and unique training methods. For example, Hyundai and the KAA recreated the archery field at the Jincheon National Training Center to perfectly acclimate athletes to the exact conditions they would face in global competitions. In building the site, we ensured that attention was given to the most minor details, including LED scoreboards.
Additionally, we fostered a transparent and fair national team selection process, allowing athletes to focus solely on improving their skills without interference. Since then, we have helped elevate archery and developed a large, dedicated fanbase. An essential part of this 40-year cooperation has been creating a solid youth program to train young athletes and maintain Korea's reputation for archery excellence and technical innovation. We are pleased that this partnership continues to reshape archery and its perception both at home and abroad.
High tech keeping archers on target
In archery, accuracy is everything. Even a slight deviation or momentary distraction can completely shift the result, turning triumph into tragedy. This is the reason why Hyundai Motor Group has found potential in technological solutions that provide a slight margin of improvement - which in turn hugely enhances athletes' confidence and performance.
Technology and archery go hand in hand. Technology allows you to make those tiny improvements that can make all the difference. Bobae Ki, former South Korean Gold medallist in Archery
As a dedicated archery fan and sponsor, we continue to foster the sport through technical advancements and cutting-edge training innovations. Some notable technological innovations include the camera-based heart rate sensor, which monitors athletes' heartbeats through subtle changes in their skin color, offering real-time insights into their physiological state. Our unique self-adjusting shooting robot, created to act as a "shooting companion," simulates practice matches outdoors. Additionally, we created a customized 3D-printed bow grip designed to fit each athlete's hand shape perfectly.
The future of global archery
For us, archery is a sport for everyone, which is why Hyundai and the KAA are active in bringing it to countries that lack the means and equipment to start their own journey. Our Official Development Assistance projects (ODA) aim to lay the foundation for archery's advancement in these countries by sending Korean coaches, advanced training methods, and equipment.
Giving archery a brighter future inspires us to push technical boundaries and promote the sport through global partnerships and projects. It's our way of inciting everyone to pick up a bow and give the sport a shot.
Follow Hyundai's archery journey on @hyundai Instagram.