diff --git a/pkg/assets/builder.go b/pkg/assets/builder.go
index 0f6e825b97..79723220f4 100644
--- a/pkg/assets/builder.go
+++ b/pkg/assets/builder.go
@@ -151,7 +151,11 @@ func (a *AssetBuilder) RemapImage(image string) (string, error) {
 		normalized := image
 
 		// Remove the 'standard' kubernetes image prefix, just for sanity
-		normalized = strings.TrimPrefix(normalized, "k8s.gcr.io/")
+		if !util.IsKubernetesGTE("1.10", a.KubernetesVersion) && strings.HasPrefix(normalized, "gcr.io/google_containers/") {
+			normalized = strings.TrimPrefix(normalized, "gcr.io/google_containers/")
+		} else {
+			normalized = strings.TrimPrefix(normalized, "k8s.gcr.io/")
+		}
 
 		// We can't nest arbitrarily
 		// Some risk of collisions, but also -- and __ in the names appear to be blocked by docker hub