AbstractHurricane Florence made landfall over the Carolinas 14 September 2018, bringing over 30 inches of rainfall. What remains understudied is the possible storm re‐intensification by wet and warm antecedent soil moisture (ASM), known as the Brown Ocean Effect (BOE). This study investigates this effect with two approaches: (a) two satellite‐based soil moisture (SM) data and (b) model simulation. The averaged Cyclone Global Navigation System and Soil Moisture Active Passive SM enables examination of land‐atmosphere interaction at a sub‐daily scale. Both observations and simulation results manifest positive feedback between ASM and rainfall intensity, with 3 days prior to landfall being the typical antecedent time scale. Wet (dry) ASM lead to intense (light) and concentrated (widespread) rains. We also found that soil temperature can modulate the BOE. This study aims to advance our understanding of land‐atmosphere feedback and calls to acquire accurate antecedent land states to enhance forecast skills.