diff --git a/Makefile b/Makefile
index e248c66d1..1f2bb4a90 100644
--- a/Makefile
+++ b/Makefile
@@ -281,7 +281,8 @@ create-kind-multicluster:
 	scripts/setup-kind-multicluster.sh --clusters $(NUM_CLUSTERS) --kind-node-version $(KIND_NODE_VERSION) --kind-worker-nodes $(NUM_WORKER_NODES) --output-file $(KIND_KUBECONFIG)
 
 kind-load-image:
-	kind load docker-image --name $(KIND_CLUSTER) ${IMG}
+	docker tag ${IMG} cr.k8ssandra.io/${IMG}
+	kind load docker-image --name $(KIND_CLUSTER) cr.k8ssandra.io/${IMG}
 
 kind-load-image-multi:
 	for ((i = 0; i < $(NUM_CLUSTERS); ++i)); do \
diff --git a/charts/k8ssandra-operator/values.yaml b/charts/k8ssandra-operator/values.yaml
index 47c24c474..f2ab8a426 100644
--- a/charts/k8ssandra-operator/values.yaml
+++ b/charts/k8ssandra-operator/values.yaml
@@ -21,7 +21,7 @@ image:
   # -- Container registry containing the repository where the image resides
   registry: docker.io
   # -- Docker repository for cass-operator
-  repository: k8ssandra/k8ssandra-operator
+  repository: cr.k8ssandra.io/k8ssandra/k8ssandra-operator
   # -- Pull policy for the operator container
   pullPolicy: IfNotPresent
   # -- Tag of the k8ssandra-operator image to pull from image.repository
diff --git a/config/deployments/default/kustomization.yaml b/config/deployments/default/kustomization.yaml
index 55538af7c..c0f91bb16 100644
--- a/config/deployments/default/kustomization.yaml
+++ b/config/deployments/default/kustomization.yaml
@@ -4,5 +4,5 @@ namespace: k8ssandra-operator
 resources:
   - ../../default
 images:
-  - name: k8ssandra/k8ssandra-operator
+  - name: cr.k8ssandra.io/k8ssandra/k8ssandra-operator
     newTag: latest