A generation apparatus includes an acquisition unit configured to acquire shape data representing a shape of a subject based on a plurality of captured images obtained by a plurality of imaging apparatuses capturing the subject in an imaging region, a first determination unit configured to determine a subject position which is a position of the subject in the imaging region, a second determination unit configured to determine a reference position serving as a reference of the position of the subject, and a generation unit configured to generate, based on the shape data acquired by the acquisition unit, a virtual viewpoint image in accordance with a deviation between the subject position determined by the first determination unit and the reference position determined by the second determination unit.