Former Olympian Bruce Jenner is slowly creating a name for himself and breaking free from the Kardashians.

Jenner, who is rumored to be transitioning into a woman, is reportedly distancing himself from the Kardashian family, to whom he formerly belonged as the ex-husband of Kardashian matriarch Kris Jenner.

Radar Online said Jenner excluded himself from a deal for a television show reportedly worth $100 million. Aside from this, he is believed to have hired publicist Alan Nierob to provide him guidance as he prepares to have his own brand.

The Wrap explained in a report that Nierob is a "great choice" since he has been known to have guided many celebrities in the transitions in their careers.

"His brand has been diluted and controlled by the Kardashians. And all of the associations that go with that is what he's breaking from. And one of those associations is E!. It's all of those pieces where he's basically saying 'I am no longer in the shadow of that brand. I am taking control of this brand now.' I think he's doing it in a really smart way," The Brand Identity Center founder Chad Kawalec told The Wrap.

An Inquisitr report said that Jenner has finished filming a 2-hour documentary with ABC's Diane Sawyer which will air on April 24. The said documentary is rumored to present how Jenner transitioned from a male to a female.

More of his story was reportedly captured in an in-depth docu-series which Kawalec said will be sold to the highest bidder, giving Jenner the chance to negotiate.

"So, he's not beholden to anybody any longer. He's going to create a price war," Kawalec claimed.

He also noted that Jenner seems to be getting "good counsel" and that he will always have associations with the Kardashians but "he's going to build it back up on his own terms."

The Wrap also interviewed Jesse Redniss, co-founder of entertainment advisory company Brave Ventures, and he said that this is a smart move for Jenner especially since he is "seeking outside just the NBC Universal halo while they have a massive marketing campaign behind the Kardashian family."

"And while having an affinity there, it is always smart to figure out how you can expand your audience reach by looking at different network areas to partner with," Redniss added.

He also noted that this may be part of Jenner's explorations since he already experienced being part of a reality television series. "You know he's 65 years old, he is making a major transition in his life and he may have come to terms, internally, with himself and want to give back to society in a different way right now," Redniss explained.