Dubai has no shortage of clothing stores, but this one is definitely in a league of its own. UFC champ Khabib Nurmagomedov just launched his own sneaker and streetwear store, Send Location, on Al Thanya St in Umm Al Sheif. It’s the place to find exclusive kicks and cool streetwear you won’t see everywhere else.
The name “Send Location” comes from Khabib’s famous phrase from his 2018 fight with Conor McGregor. It’s bold, direct, and sets the tone for the whole store. Inside, it’s all about clean vibes and showcasing shoes like art: each pair gets its moment to shine in a minimalist, gallery-like setup.
Send Location isn’t an average sneaker shop. Expect to find limited-edition releases like Off-White x Air Jordan 4, Travis Scott x Air Jordan 1s, and Nigel Sylvester’s ‘Brick by Brick’ Air Jordan 4. If you’re into rare kicks, this is the store you need to check out.
After wrapping up his UFC career, Khabib is embracing a new chapter of his life as an entrepreneur. In addition to his sneaker store, he’s planning to open Papakha, a restaurant celebrating his Dagestani roots with hearty comfort food and rich coffee.
Make sure to check out Send Location, and keep an eye out for Papakha coming to Downtown Dubai soon.
