Send Location: UFC icon Khabib Nurmagomedov launches sneaker store in Dubai
Store name draws from Nurmagomedov’s famous 2018 McGregor exchange
DUBAI – Dubai’s retail scene has welcomed a high-profile new arrival with the opening of Send Location, a sneaker and streetwear store launched by former UFC Lightweight Champion Khabib Nurmagomedov.
The store has opened its doors on Al Wasl Road 1105, along Al Thanya Street in the Umm Al Sheif area, adding a celebrity-backed concept to one of the city’s busiest lifestyle corridors. Known globally for his undefeated UFC career, Nurmagomedov is now extending his brand beyond sport and into fashion-led retail.
Send Location
Send Location takes its name from a phrase that became synonymous with Nurmagomedov during the build-up to his 2018 fight with Conor McGregor. The words were widely shared across social media at the time and have since become part of UFC pop culture.
That bold, uncompromising tone is reflected in the store’s identity, positioning it as a destination for statement footwear and carefully curated streetwear.
Store concept
The interior of Send Location is designed with a minimalist, gallery-style aesthetic, placing the focus squarely on the products. Sneakers are displayed individually, with clean lines and uncluttered shelving allowing each pair to stand out. The layout moves away from the feel of a traditional retail outlet, instead presenting footwear as collectible pieces.
According to visuals shared from inside the store, the emphasis is on exclusivity rather than volume. The setting mirrors the growing trend of sneaker boutiques doubling as exhibition spaces, appealing to collectors as well as casual buyers looking for hard-to-find releases.
Rare releases
Send Location has launched with an inventory that includes some of the most sought-after collaborations in recent years. Among the standout pairs on display are the Off-White x Air Jordan 4, multiple Travis Scott x Air Jordan 1 releases, and Nigel Sylvester’s ‘Brick by Brick’ Air Jordan 4. These models are widely regarded as grails within sneaker culture and are rarely found together in a single retail space.
The store’s focus on limited-edition footwear places it firmly within Dubai’s premium sneaker market, where demand for rare drops continues to grow. While pricing has not been publicly detailed, the presence of such releases signals an offering aimed at enthusiasts and collectors.
Business expansion
The opening of Send Location marks another step in Nurmagomedov’s post-fighting career as an entrepreneur. Since retiring from professional MMA, he has been involved in multiple business ventures across sport, lifestyle and hospitality. In Dubai, his plans extend beyond retail, with Papakha, a restaurant concept inspired by his Dagestani heritage, expected to open in Downtown Dubai.
Send Location is currently open daily from 10am to 9pm on Al Wasl Road, welcoming visitors to explore the space and its curated selection of sneakers and streetwear.