The former UFC Lightweight Champion brings rare sneakers and premium streetwear to Dubai’s growing collector scene.
Dubai’s sneaker scene just gained a heavyweight new player. Khabib Nurmagomedov, the former UFC Lightweight Champion and one of the sport’s most recognisable sporting figures, has stepped into fashion retail with the launch of a new concept store in the city. Called Send Location, the boutique is now open on Al Thanya St in Umm Al Sheif, and it is positioning itself as a go-to address for high-end sneakers, collector releases, and elevated streetwear.
Open daily from 11am to 9pm, Send Location leans into the energy of modern sneaker culture while grounding itself in Khabib’s own legacy. The store’s name references a phrase he popularised back in 2018, ahead of his infamous fight build-up with Conor McGregor, using it as a blunt signal that he was ready to show up anywhere, anytime. In Dubai, that same phrase becomes a storefront statement.
Inside, the experience is curated rather than chaotic. Expect clean displays, warm lighting, and a gallery-style layout that puts each pair on a pedestal, literally and figuratively. The tone is premium and polished, but with subtle cultural cues throughout, including an octagon-inspired platform that quietly salutes the world Khabib came from.
As for the product, the shelves are geared toward pieces that rarely sit around for long. Expect limited releases, exclusive collaborations and sought-after pairs that often stay locked in private collections. Among the standout names spotted are the Off-White x Air Jordan 4, Travis Scott x Air Jordan 1s, and Nigel Sylvester’s ‘Brick by Brick’ Air Jordan 4, plus plenty more hype-leaning heavy hitters for collectors who like their footwear with a side of status.
UFC legend Khabib Nurmagomedov is also set to open his very own restaurant and cafe in Dubai: Papakha. The name Papakha carries deep meaning. You might remember Khabib Nurmagomedov proudly wearing his papakha after every UFC victory, paying homage to his Dagestani heritage and identity. For food, you can expect the restaurant to celebrate traditional Dagestani flavours. Here, you’ll indulge in hearty comfort food, and of course, coffee.
GO: Visit https://sendlocation.com for more information.