diff --git a/templates/athens-proxy/_deployment.tpl b/templates/athens-proxy/_deployment.tpl
index d650c81..a2f95af 100644
--- a/templates/athens-proxy/_deployment.tpl
+++ b/templates/athens-proxy/_deployment.tpl
@@ -42,7 +42,7 @@
 {{- $registry := .Values.deployment.athensProxy.image.registry -}}
 {{- $repository := .Values.deployment.athensProxy.image.repository -}}
 {{- $tag := default .Chart.AppVersion .Values.deployment.athensProxy.image.tag -}}
-{{- printf "%s/%s:v%s" $registry $repository $tag -}}
+{{- printf "%s/%s:%s" $registry $repository $tag -}}
 {{- end -}}
 
 {{/* labels */}}
diff --git a/unittests/deployment/deployment.yaml b/unittests/deployment/deployment.yaml
index d158e50..17c6b79 100644
--- a/unittests/deployment/deployment.yaml
+++ b/unittests/deployment/deployment.yaml
@@ -61,7 +61,7 @@ tests:
     template: templates/athens-proxy/deployment.yaml
   - equal:
       path: spec.template.spec.containers[0].image
-      value: docker.io/gomods/athens:v0.1.0
+      value: docker.io/gomods/athens:0.1.0
     template: templates/athens-proxy/deployment.yaml
   - equal:
       path: spec.template.spec.containers[0].imagePullPolicy
@@ -206,7 +206,7 @@ tests:
   asserts:
   - equal:
       path: spec.template.spec.containers[0].image
-      value: registry.example.local/path/special/athens-proxy:v0.1.0
+      value: registry.example.local/path/special/athens-proxy:0.1.0
     template: templates/athens-proxy/deployment.yaml
 
 - it: Test custom imagePullPolicy
@@ -463,4 +463,3 @@ tests:
       - name: data
         mountPath: /usr/lib/athens-proxy/data
     template: templates/athens-proxy/deployment.yaml
-