Real Madrid is implementing an omni-channel retail program developed for it by Legends, a company that operates in sports, entertainment and attractions and seeks to provide “holistic solutions for legendary brands.” The football club is opening a new online store, in eight languages, for its official merchandise, but it will also be integrating e-commerce into all of its digital channels. In time the flagship megastore at the club’s home stadium, the Estadio Santiago Bernabéu, will tie together all fan experiences. In fact, the renovation of the store over the past few years is what motivated Legends’ hiring in 2018. As the renovations continue, an interim megastore will be opening later this year on the stadium’s south side. It will occupy two levels, carrying exclusive assortments and offering “customization stations.” Moreover, Legends will take care of the renovation of three other official Real Madrid stores in downtown Madrid, with additional stores in Barcelona and Mexico to follow. Legends maintains offices in London as well as in New York, Dallas, Los Angeles and Indianapolis. Among its several sports clients are Manchester City, the New York Yankees and the National Football League (NFL).