diff --git a/build/build-image/cross/Makefile b/build/build-image/cross/Makefile
index 2c3e51cb0ae..1ca326ff70c 100644
--- a/build/build-image/cross/Makefile
+++ b/build/build-image/cross/Makefile
@@ -14,14 +14,15 @@
 
 .PHONY:	build push
 
-IMAGE=kube-cross
+REGISTRY?=staging-k8s.gcr.io
+IMAGE=$(REGISTRY)/kube-cross
 TAG=$(shell cat VERSION)
 
 
 all: push
 
 build:
-	docker build --pull -t staging-k8s.gcr.io/$(IMAGE):$(TAG) .
+	docker build --pull -t $(IMAGE):$(TAG) .
 
 push: build
-	docker push staging-k8s.gcr.io/$(IMAGE):$(TAG)
+	docker push $(IMAGE):$(TAG)