Khabib Nurmagomedov opens store with "tribute" to Conor McGregor; find out more.

Khabib at the opening of a sneaker store. Photo: Reproduction/Instagram.

Amid the latest online discussions, the feud between Khabib Nurmagomedov and Conor McGgregor has gained another curious chapter, to say the least. While the two exchange barbs via X (formerly Twitter), the Russian landed in Abu Dhabi this Thursday (27) to participate in the opening of his newest venture, a sneaker store. The curious thing? The brand was named 'Send Location', a "tribute" to the confrontation with the Irishman.

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The expression, translated into Portuguese as "send me the location," refers to the incident in which McGregor, accompanied by others, attacked a bus full of fighters in April 2018, days before UFC 223. The attack targeted the Russian fighter and was motivated by a disagreement between Nurmagomedov and Artem Lobov, McGregor's friend at the time. Shortly after the incident, Khabib uttered the phrase in a video for UFC Ebedded. He faced Al Iaquinta and ended up becoming the lightweight champion (up to 70,3 kg) on ​​that occasion.

Khabib Nurmagomedov – Send me a message like location pic.twitter.com/0opy4j3h1X

— tepki.social (@tepkisocial) May 28, 2025

Islam Makhachev also attended the opening of Khabib Nurmagomedov 's store . Photo: Reproduction/Instagram.

Khabib and McGregor faced each other months later.

Conor McGregor and Khabib Nurmagomedov delivered the highest-grossing fight in UFC history. Photo: UFC Reproduction

Following their falling out, Khabib Nurmagomedov and Conor McGregor faced off in the main event of UFC 229, with the lightweight title (up to 70,3 kg) at stake. The fight generated over US$2,5 million in pay-per-view sales, an absolute record in MMA history. Despite intense exchanges of taunts, the Russian dominated the fight and won by submission in the fourth round.

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