Juventus have pulled the plug on striker Simone Zaza's move to West Ham, according to Sky sources.
The Hammers were understood to be close to tying up a season-long deal for the Italy international; the Serie A club keen for him to gain some playing time elsewhere.
Talks took place on Wednesday and it is believed a £1.4m loan fee with an option to buy at £11.5m was close to being completed - but Juventus performed a u-turn late in the evening.
Zaza ,24, is keen to find a club that will offer him more playing time as he looks to secure a place in the Italy squad for Euro 2016 next summer.
He moved to Juventus from Sassuolo this summer after scoring 12 goals in 31 appearances in the Italian top-flight last term.
The forward, who has five caps for Italy after making his debut last year, previously spend time on loan at Juventus when he was a trainee with Sampdoria.