diff --git a/Makefile b/Makefile
index 5cd91a9b5..08e8656c9 100644
--- a/Makefile
+++ b/Makefile
@@ -68,7 +68,7 @@ local-arch:
 endif
 
 MULTIARCH_IMAGE = $(REGISTRY)/$(BIN)
-IMAGE = $(REGISTRY)/$(BIN)-$(GOARCH)
+IMAGE ?= $(REGISTRY)/$(BIN)-$(GOARCH)
 
 # If you want to build all binaries, see the 'all-build' rule.
 # If you want to build all containers, see the 'all-containers' rule.