Khabib Nurmagomedov, the former UFC champion, has officially opened a new sneaker boutique, Send Location, in Dubai. This exclusive store features a curated selection of rare sneakers, including highly sought-after models like the Off White Air Jordan 1 and various Travis Scott releases. The opening marks Nurmagomedov’s foray into the sneaker retail market and reflects his desire to create a space that celebrates sneaker culture beyond mere hype.
Located in a prime area of Dubai, Send Location aims to enhance the city’s burgeoning sneaker scene. The boutique’s name is a nod to Nurmagomedov’s iconic message to Conor McGregor in 2018, a moment that solidified his legacy in the sport. The shop showcases limited releases, exclusive collaborations, and unique pieces typically kept within private collections.
Inside, shelves are meticulously arranged with popular models, creating an inviting atmosphere for sneaker enthusiasts. The store is designed with clean displays and warm lighting that emphasize each sneaker as if it were a piece of art. The layout is reminiscent of a museum, allowing customers to appreciate the craftsmanship and design of each shoe.
The ambiance of Send Location also reflects Nurmagomedov’s personal style. An octagon-inspired platform pays tribute to his fighting career, while the overall aesthetic combines elements of simplicity with elegance. Textures and colors create a calm environment, making it a welcoming space for shoppers, even amidst an array of high-demand sneakers.
Khabib has expressed a strong commitment to building a brand rooted in culture rather than solely focusing on market trends. His vision is evident in the boutique’s concept, fostering a deeper appreciation for sneaker culture in Dubai.
The grand opening featured Nurmagomedov cutting the ribbon and welcoming guests, a symbolic start to this new venture. As the sneaker market continues to grow, Send Location positions itself as a premium destination for collectors and casual buyers alike, reflecting a blend of discipline and passion that defines Khabib Nurmagomedov.
