Together with his wife, Connie Freydell (a native of Medellín, Colombia), Montoya founded the Formula Smiles Foundation as part of his duties as a United Nations Goodwill Ambassador. The foundation's main aim is to help children in poor neighborhoods by building or improving sports facilities and infrastructure. Montoya organizes several events for the foundation, such as Échele Cabeza al casco de Juan Pablo Montoya - a helmet painting competition in which children can design a new pattern for Montoya's racing helmet. The winning design was worn in the Brazilian Grand Prix each year. The most famous event organised by the charity is the Race of Stars, a kart race disputed by international stars of the motorsport scene. The invited drivers, mainly from Formula One and the IRL, attend in the hopes of raising money for children in poor neighbourhoods. The race is run on a street course in the historical center of the city of Cartagena de Indias,
Colombia, which features high levels of humidity and temperature, making it a tough driving exercise.
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