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What To Know
- The undefeated UFC legend has officially entered the fashion game with the launch of Send Location, a premium sneaker and streetwear boutique now open on Al Thanya Street, Umm Al Sheif.
- Expect comfort food, strong coffee, and cultural pride — the same energy he brought to the Octagon, now on a plate.
- Dubai is becoming a serious global hub for sneaker culture, and Khabib is clearly betting on that momentum.
Dubai’s sneaker scene just levelled up — and this time, it’s powered by Khabib Nurmagomedov.
The undefeated UFC legend has officially entered the fashion game with the launch of Send Location, a premium sneaker and streetwear boutique now open on Al Thanya Street, Umm Al Sheif. Yes, that “send location” — the phrase Khabib famously turned into a warning during his 2018 fight buildup. In Dubai, it’s no longer a threat. It’s an address.
Open daily from 11am to 9pm, the store is aimed straight at collectors, hypeheads and anyone who understands that sneakers are culture, not just shoes.
Inside, Send Location skips the chaos of typical sneaker stores and goes full gallery mode. Clean layouts, warm lighting and carefully spaced displays put every pair in the spotlight. There’s even an octagon-inspired platform, a quiet nod to Khabib’s fighting roots without turning the space into a UFC museum.
The drops? Not light.
We’re talking Off-White x Air Jordan 4s, Travis Scott x Air Jordan 1s, Nigel Sylvester’s ‘Brick by Brick’ Air Jordan 4s, and other hard-to-find pairs that usually stay locked inside private collections. This isn’t mass retail — it’s curated heat.
The move also signals something bigger: Dubai is becoming a serious global hub for sneaker culture, and Khabib is clearly betting on that momentum. His name alone brings credibility, but the execution shows this isn’t a vanity project — it’s built for people who know the game.
And he’s not stopping there.
Khabib is also set to launch Papakha, his own restaurant and café in Dubai, inspired by his Dagestani heritage. Expect comfort food, strong coffee, and cultural pride — the same energy he brought to the Octagon, now on a plate.
From undefeated champ to cultural tastemaker, Khabib isn’t just retired — he’s expanding. Dubai just happens to be his next arena.
