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 with Conor McGregor. In Dubai, it's no longer a threat. It's an address.
Open daily from 11am to 9pm, the store is aimed squarely at collectors, hypebeasts and anyone who understands that sneakers are culture, not just footwear.
Inside the Send Location Dubai Sneaker Store
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 design philosophy is deliberate: this is a boutique built for people who treat sneakers as art, not just accessories.
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.
Khabib's Next Dubai Venture: Papakha Restaurant
Khabib is also set to launch Papakha, his own restaurant and café in Downtown Dubai, inspired by his Dagestani heritage. The name itself is iconic — a traditional Caucasian hat that Khabib wore proudly after each UFC victory. Expect comfort food rooted in Dagestani flavours, strong coffee, and cultural pride, all set against views of the Burj Khalifa.
From undefeated champion to cultural tastemaker, Khabib isn't just retired — he's expanding. Dubai just happens to be his next arena.
