Mall Of The Emirates expansion has already grabbed a few headline since launching late last month, and now its got another one after details of GO Sports new store were revealed.
So where to start? How about the 10-metre high volcano-shaped climbing unit? Or the dedicated cycling and running areas? Or we could just tell you it's the biggest store of its kind in the Middle East.
The outlet, which already has four stores in the UAE will open its doors in November, and will touch on almost every conceivable sport and on every possible standard, promising to be 'help customers of all levels to find, feel, and live their passions for sport'.
Speaking about plans for the new store, Go Sports cited Ski Dubai, also in Mall Of The Emirates, when explaining it was so important to have more than just racks of clothes and equipment.
'When it comes to combing retail with sport few places in the region can rival the appeal of Mall of the Emirates,' they explained in a statement. 'You only have to look at how popular Ski Dubai has become and how much of an integral part of people’s mall experience it is.
'We want a place where people can come and discover or rediscover their favourite sports.
Time Out Dubai have also heard Go Sports will invite the public to a special launch party, though any details about this weren't available.